Advertising Made Addictive
Challenge:
Turner decided to repackage their network commercials for the web in order to realize further revenue from them.
They asked Armchair if we could make watching these ads online entertaining to viewers.
We asked Turner if we could make them addictive.
Solution:
Armchair created “Very Funny Ads”—one simple homepage from which viewers could watch and share the ads.
First we gave the site a logo consistent with the Very Funny campaign viewers knew from television, linking the two experiences and signifying that the ads were entertainment.
Then we pared down the site, removing any distractions that might turn away users and enabling all videos to load on the same page.
Finally, we made the design of the site translucent—with each new video, the background changed to a screenshot of the current commercial—so that the content became the focus.
Results:
Due the ease of use and addictive nature of the site, visitors kept clicking.
The average visitor spent upwards of ten minutes on the site, and VeryFunnyAds.com served up more than seven million videos in its first week alone.
Armchair had taken a revenue-generating enterprise and transformed it into addictive entertainment.
