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| Subject: | Re: UKNM: Chicken tonight tonight! |
| From: | Ken Cowley |
| Date: | Wed, 29 Mar 2000 11:34:45 +0100 |
This actually looks like one of those agency tests of a new medium -
equivalent to trying to get an 'off the page' for a new mag to see how it
compares with whatever data they've got to go on for previous publications,
as a sanity check on distribution and readership claims. The PR to be first
out of the traps is a great bonus (for the agency, probably).
You can't get more basic than 'press a button and you'll get a brochure'.
This is a cheap way to test it out versus response rates for other stuff on
'proper' TV - phone in on 0800, send an SAE, whatever. After all interacting
isn't new - only the mode of interaction (click rather than dial). I'd have
thought you'd want such a baseline before trying anything more elaborate
like an interactive mortgage calculator or whatever cunning stunts HHCL can
think up for Tango.
Chicken Tonite is a great medium for this as it's theoretically a true mass
market thang and wouldn't narrow the sample right down to 'those members of
the audience for digital who are contemplating buying a car right now' which
is where you'd get to if you tried a more 'sophisticated' example. The
reaction to interactive, one presumes, is going to be similar to DM, i.e.
[proposition] x [relevance at the time] (why you get mailed the same
proposition again and again).
What was the rate for this ad is a more interesting question - are TV
channels going to accept the rod for their own backs that is 'per mil click
through'?
----- Original Message -----
From: Chris Heathcote <chris@head-newmedia.com>
To: <uk-netmarketing@chinwag.com>
Sent: 29 March 2000 10:22
Subject: Re: UKNM: Chicken tonight tonight!
> At 4:10 pm +0100 on 28/3/00, Georgia Cameron-Clarke wrote:
>
> >Yes, biggish news story on Today programme. PRs rang to see if I'd run
it.
> >No way, I'm not doing an ad for their ad. It's a shame that it
interactive
> >ads begin with...Chicken Tonight (should that be Tonite?). Apparently you
> >can order some crummy recipe booklet by pressing a button on your remote
> >control. Spectacularly underwhelming. I mean, really, Chicken Tonight.
> >Hurry up future, I'm sure there's better to come.
>
> It does seem that companies are embracing the
> Internet/e-commerce/digital TV/WAP/whatever mainly as a PR
> opportunity rather than as a piece of marketing in itself, which is
> really sad.
>
> Quite often you'll see a URL or read some
> press-release-dressed-as-story, and you go to the site, and it's a
> complete sham. Things either don't work, are "coming soon", or have
> been so obviously rushed to market.
>
> That's just old media and marketing leeching off new media.
>
> c.
> --
> ______________________________________________________
> Chris Heathcote <Head> New Media
> http://www.head-newmedia.com/ tel: +44(0)2077377579
> http://www.head-space.org/ fax: +44(0)2077377971
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Re: UKNM: Chicken tonight tonight!, Chris Heathcote
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Re: UKNM: Chicken tonight tonight!, Chris Heathcote
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