Wednesday, December 17, 2008

Yellowbook doesn’t get it

A few years ago advertisers figured out that one way to get consumers to visit their websites was to run TV spots that showed just the first part of a two-part story. Curious TV viewers were required to visit advertisers’ sites in order to see the end of the story and get closure (and thereby be able to sleep at night).

This device actually worked OK for some early executions of it. If the story is compelling enough, and the target is right, and the product or service makes sense for such an action, it can drive traffic.

Yellowbook, and its latest spot, does not fit the above criteria.

Ooh, what in the world will she do?! She’s been so wronged by this awful boyfriend! Perhaps I’ll go the site and help her make a decision and put her back on the right track! Oh, what fun!


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