Crispin Porter + Bogusky has put to test viewers’ eyes rather than their ears with a TV ad covered in legal disclosure that happens to include rules for entering a sweepstakes. Viewers who paused the ad, rather than skipping, learnt how to enter for a chance at a trip for two.
Airing the ad on TV for a week earlier this month, the brand saw about 350 viewers who followed the steps to log onto Twitter and post a message with the hashtag #IReadTheLegalSweeps, according to CP+B.
The TV spot actually encourages consumers to use their Digital Video Recorders, to rewind and pause the ad so that they can discover a clue that will reward lucky viewers for their engagement with a really amazing prize.
This Hotel.com Ad breaks the mould and finds a fun way to add engagement to a traditional media placement. We all hate the legal fine print but using its complexity to actually engage the viewer and participate is just amazing*.
*No conditions apply 😉