I guess this doesn’t really count as subliminal advertising, but this CNN article talks about a fascinating way to get around the Tivo issue of people missing your commercials. KFC is putting in a secret message to get people to watch their commercial frame by frame – the message I guess gets them a free sandwich.
The brilliance of this plan is multifold – it gets people talking about KFC (like I am right now) regardless of how often (never) we eat there, so there’s the hype issue. It also gets people to watch the commercial – concentrate on it in fact, and the link between advertiser and commercial is solidified (quick – what company is behind the chimps at work commercials? Don’t know = failed advertising). They can track how effective the stunt was by tracking how many people redeem the coupon available via the secret message.
I wonder whether or not this is going to catch on – directing people to a website via the secret TV commercial message ensures a double dose of advertising avenues. I really think that this might catch on. It has elements of “the hunt” or “solve a mystery” that, like the myriad mysteries of Lost, easily get people engaged by relying on their curious nature.
I can’t wait to see how far this may spread.
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