Duracell has taken a video commercial a step further by overlaying it with brand and trivia questions as the video plays.
The promotion, for Duracell myGrid battery charging pad for mobile phones, is designed to engage, educate and entertain potential and existing customers. The results measure consumers’ engagement and understanding of the brand message.
The interactive advertising video platform from blurbIQ Inc. added more graphics and interactive components to the 30-second spot. MediaVest purchased the placements across thousands of publisher Web sites, including Macworld.com, Hardwaregeeks.com and social media.
The videos also appear as a pre-roll to free Wi-Fi at three airports: Orange County, CA, Oakland, CA, and Denver International airports. One placement at the Denver airport asks, “What is your myGridIQ?” Then loads three instructions: Read the question; select the correct answer; share your high score with your friends! The video can be shared through Facebook, Twitter, Delicious, MySpace, e-mail, SMS text and other social media, including Duracell’s Facebook page. The video can be viewed online.
“The millions of impressions targeted people who may be interested in this type of technology (Duracell Grid),” Scott Reese, the chief executive officer and co-founder of blurbIQ, said.
The videos, which began appearing two weeks ago, have been pulling a 4% to 6% click-through rate and conversion rate (clicking on the “learn more” link that takes them to a Duracell landing page).
And about 2% to 4% of consumers have been sharing the video.
On Nov. 4, E-Trade, the online financial services company, launched a similar promotion featuring its “Talking Baby.” These videos are running as pre-rolls to free Wi-Fi in airports and train stations and on various Web sites.
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