The Fox promotions machine was brilliant wrenching every ounce of value out of a declining medium during a writer’s strike. My sources tell me the most dvr-proof content includes live events–like the Super Bowl–and news (when it’s old you don’t need to record it). Still, let’s assume many people are using dvrs for replays, bio breaks and other conveniences. Before breaks and in those premium info-graphic areas Fox was promoting their www.myspace.com/superbowlads/ directory which was largely anemic during the game–you could find a lot more of these ads on youtube and other places as a result. Lost opportunity, but the promotional thinking was great.
But some of the best ads, IMHO, were the promotional bumpers for the Terminator, The Sarah Connor Chronicles, airing tonight on Fox. Consistent with the original debut of the campaign, the spots enter through the element of surprise. Gigantic info-graphic CGI footballbots provided blingy bumpers between the game and commercials. On the way out to commercial, recaps were accompanied by a “metallic” collosus that victory danced. During a couple of the breaks a classic Terminator leapt from behind the graphics to tackle and battle the footballbot. Surprising, entertaining and a little scary. And TiVo-proof. In the world of interruptive messages, this one did its job well: if you have to demand my attention with interruption, at least add some value.
I’m guessing that these “spots” cost about as much as the cheapo Dorritos efforts but got 10x the attention. And, none of the TV spot analysis seem to track these. Why? The future of mankind, if not the medium, is at stake here people. 🙂
I haven’t been able to find these bumpers in my searching. If you do, please post in the comments area below. In the meantime, here’s a promo spot that has equally good interruption and integration. Perhaps the revolution will be televised…