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best. media buy. ever.
December 22, 2008, 5:42 am
Filed under: Digital Strategy

best-media-buy-ever

Who said that you can’t use context and get an emotional reation with online display media?

Blimmin’ AWESOME.

Found on the W+K Portland blog


9 Comments so far
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Hmm, so you direct people to a 404 page to see it? That makes no sense… It feels like one of those ideas submitted for an awards show but that never actually was deployed.

Comment by Andrew

Not that I have access to how this went down, but in my world this would be a very low cost rate card buy that would be served whenever there was a broken link.
I agree that you would never direct people to a 404 page.
What I like about it is the randomness of the placement- that the person who experiences a 404 on a publisher site has an expectation- and is already in an interrupted state.
I love that a moment of frustration is met with a light articulation of a pretty serious message.
I just likes it…

Comment by katiechatfield

Hi Katie,

I like the idea for the reasons you stated above. But I think if everyone started to use the same concept it would soon lack relevance – just like ‘Baby On Board’ signs in cars.

Mike

Comment by Mike Hickinbotham

Did baby on board signs ever work?

Comment by katiechatfield

and Mike (hellooo!)
what would be the brands/products for this context (things that don’t exist anymore?)

Telegrams?
and in Australia..child care centres?

It’s because it’s a unique placement that I like it. Remember:Best Practice DOES NOT MEAN COPYING.

Comment by katiechatfield

Fuck. This rocked my world. A way to monetize custom 403 pages, even!! lol.

Comment by Sean Howard

I had to check my homework to see the difference between a 404 and a 403 error…
to share:

403 = Forbidden
The server understood the request, but is refusing to fulfill it. Authorization will not help and the request SHOULD NOT be repeated. If the request method was not HEAD and the server wishes to make public why the request has not been fulfilled, it SHOULD describe the reason for the refusal in the entity. This status code is commonly used when the server does not wish to reveal exactly why the request has been refused, or when no other response is applicable.

404 = Not Found
The server has not found anything matching the Request-URI. No indication is given of whether the condition is temporary or permanent.
If the server does not wish to make this information available to the client, the status code 403 (Forbidden) can be used instead. The 410 (Gone) status code SHOULD be used if the server knows, through some internally configurable mechanism, that an old resource is permanently unavailable and has no forwarding address.

I am SO finding a way to use 410 Error.
That attitude is 410.
I used to be able to touch my toes. That’s all 410 now.

Comment by katiechatfield

I love it! It integrates perfectly with the broadcast ads, but you don’t need those to understand it. And the uniqueness of their message makes this unique context so perfect.

Comment by Greg Linnemanstons

Personally I think this is borderline brilliant. Perfect placement, catching the frustration (like you stated Katie) of not finding what you want, echoing the sentiment in the ad and probably getting real attention. How many times have you gone to a newspaper site in particular and been told that the page is no longer there etc.? Many for me.

I think this is well thought out but if Nabisco tries to sell crackers there then it’s not so bright.

Comment by Frank Reed




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