Face Wiping Advertising
How are you tracking your results?
I am probably one of the only nutbars out there who reads magazines and newspapers for the ads rather than the stories. I love, live and breathe marketing. I eat it for breakfast, lunch and dinner. I can’t escape it because I do it for a living and it will likely always be a part of me.
I was flying on WestJet to Toronto in April. On my flight home, I noticed I was just about to wipe my lips with a WestJet ad. Sound strange? Not really. WestJet was promoting their RBC Bank Mastercard on their cocktail napkins. Everyone who had a beverage or snacks got one. The ad was simple: a graphic of the credit card and website address connected specifically with the campaign so any interested party could find out more. It was that simple. I’d be curious to know how many people during the time of this campaign visited the RBC.com/wjoffer link. RBC would definitely be able to answer that question.
This is a fine example of two things:
1. A unique and unexpected medium of advertising.
2. The use of a designated website link as a call to action and tracking system.
I have to admit, I was impressed.