After weeks of hoop-jumping with the YouTube API, the new Fridge Raiders site, aka ‘Carnivorous World’ went live quietly at the end of last week. I say quietly as there was a TV ad going out at the same time but, alas, despite pleading with the client, the URL failed to make it into the final frame of the ad. This was disappointing and has forced us to spam all our friends; getting them to join the Facebook group or befriend the star of the ad on MySpace in order to spread the word about the accompanying competition.
The new TV ad
Back to the site. We devised a competition to ask users to view the new TV ad, film their own alternative ending and upload it to the site. When you watch the shortened ad, it throws up all sorts of possibilities for video shenanigans. The winners (as voted for by the public) will receive one of four DVD Camcorders.
We used the YouTube API as it allowed us to upload videos and video responses to YouTube direct from our own site and add/edit user and video metadata (titles, descriptions, ratings, comments, favorites, contacts). This saved a load of time and the pain of building out own software.
There’s the other usual stuff on the site, nutritional information and past competition winners.
We’re just waiting for the hordes of users to get their video phones out.
As with all advertising, if you can hit these three things right then you have more chance of communicating your message.
Now and again you see some shining lights which just make you smile. Often the subtlest of touches are the most impactful.
Yesterday, whilst picking some of Moo’s great little MiniCards out of their box I stumbled across a small card inserted in amongst the rest [see image]. It was alerting me to the other services and products on offer from Moo.
Was it anticipated? not really, but it was completely in context and so very relevant. It felt very personal as someone had placed it in amongst my own order and as I had already bought one of their products it is entirely logical that I may be interested in their related products.
I think it was a Gaping Void sketch which said “If you talked to people the way advertising talked to people, they’d punch you in the face”. In this case, Moo deserve a very affectionate pat on the back.
