Lessing Flynn

Ad Mavericks

December 17, 2009

What Can You Do with a $500 Ad Budget?

Hey Whylie, you might want to get your Whylie eyes over here ... we've got an idea for you!

At most large ad agencies, if a potential client walked in the door with a $500 annual budget, they'd walk out and likely get mugged in the parking lot.  So give the folks at McCann Erickson's Israeli office credit for coming up with this low, low, low budget marketing idea for local optometrist, Opticana.  In short, they identified the highest traffic websites in the market, then bought up domain names with the most common misspellings (foogle.com instead of google.com, for example).  When a visitor hit the "wrong" domain, they were greeted with an ad from Opticana suggesting that their inability to read the typing on the screen meant that they might be in need of an eye exam and offering them a coupon.

In just a few months, hundreds of people visited the "error" websites.  Dozens of the exclusive coupons were downloaded and used. Combine that with the PR and social media opportunities a campaign like this generates ... and you've got a pretty good marketing spend for only $500!

Nice job to an old nemesis of Lessing-Flynn and the AdMavericks, McCann.  And good find from our friends at DigitalBuzz.

Author: Tom Flynn III www.lessingflynn.com add to del.icio.us :: Add to Blinkslist :: add to furl :: Digg it :: add to ma.gnolia :: Stumble It! :: add to simpy :: seed the vine :: :: :: TailRank :: post to facebook

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