For the "Shaggy Dog" rich media ad banner campaign, Disney really wanted to draw on the comedic star power of Tim Allen. With the use of special shoot, green screen video, the "Shaggy Dog" ads came to life with a live-action Tim Allen talking directly to the users, encouraging them to interact with the banner. (This was only the second time in its history that Disney shot "green screen" footage of a film's major star exclusively for insertion into an online video unit. Moreover, the studio selected outtakes from the film that will be exclusive to the online audience and does not repurpose the trailer.)
It was important to offer as much interaction with the unit as possible, making users want to click to see the different video clips and get access to other types of content, like downloads and a game. If the user remained stagnant on the page for too long, Tim Allen would start playfully taunting the user, just daring them to click. The banner really stands out from ordinary ad campaigns because it draws users in immediately, making them feel that Tim is talking directly to them and encouraging them to explore the ad to the fullest.
-- Michelle Hemmer, director of production internet group, Trailer Park
Creative Agency: Trailer Park
Technology Vendor: Klipmart
While this ad isn't exactly groundbreaking, it does a nice job of showcasing multiple video clips in a single banner. It's also great to see talent being shot exclusively for interactive marketing projects, as online video continues to come into its own.
The design and layout of the ad is clean and inviting, and the interface is very easy to use. Having multiple takes of Tim Allen reciting different lines helps to keep the banner from getting tired too fast. There are a few clunky instances where Tim becomes static-- it would have been nice to keep him moving, even slightly, all the time in an "idle" state.
-- Chris Gatewood, creative director, Freestyle Interactive
I've got to be honest with you on this interactive banner ad campaign: I could not get emotionally connected. The problem is that I am the target audience (the father of two young girls), and the Shaggy Dog banner didn't work for me for a number of reasons. The interactive banner defaults to having the sound turned off. Without sound, it loses its entire message. With sound, it gets frustratingly redundant and grating while it automatically plays the same scripted voice again and again and again.
I like the concepts behind "Shaggify Yourself" and the immediacy of "Get tickets now" or "Visit Site," but none of this embedded technology actually worked. I kept waiting for the functionality and it never came to fruition.
I'm embarrassed to be so jaded initially, so let me add the positive elements of this campaign. The video clips "Beg", "Kiss", "Sit", "Chase Tail", "Shake" and "Fetch" are enticing. I chuckled a bit after watching "Fetch". Where was the lead capture for this campaign? It seems the only lead capture was to ask for a home run on the first date: Buy tickets now. C'mon, you've got to work for a sale a little harder than that. Klipmart could have gotten people to sign up for the Shaggy Dog movie updates or receive exclusive content only available online, like outtakes or behind the scenes clips. It would be better to start the dialogue while capturing at least name and email, instead of only giving the web user the option of paying immediately.
-- Ryan Buchanan, president and CEO, eROI