Everybody wants to figure out how to drive traffic. Pay Per Click (PPC), email list rental, co-registration, banner ads, internal list, or something with viral nature (word of mouth).
Bristol-Myers Squibb just launched a
genius campaign to do such that.
Lets just say that we were going to donate a crazy amount of money to the National AIDS Fund. Rather than just giving away that money, why not turn it into page hits.
If a consumer goes to the micro-site lights a candle (required action), they will donate $1 to the
National Aids Fund (up to $100,000). By the time I came across the campaign, there were already 650,000 hits. Without taking away from their noble support of the fund, they have a cost per impression down to $.15 ea...
Finally, take the time to consider the irresistible send to friends and family functionality, making this a very difficult campaign to pass up.
Check it out Posted by: Andy
at 10:36 AM |
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