A Clicking Curiosity
Posted on 23 March 2007
What goes on in a person’s mind to make them click on one internet ad over another? It’s an answer that every marketing and advertising professional is dying to know. It’s something they can’t learn just from asking someone why they clicked, because half the time the person doesn’t even know why themselves.
Today I came across an ad and suddenly felt the urge to click. The ad was for an upcoming movie called Knocked Up, staring Grey’s Anatomy actress Katherine Heigl. Anyone can clearly infer what the movie is about from its title, but the small text at the bottom of the ad which reads “Watch Restricted Trailer†really ignited my curiosity. I mean, how scandalous could a movie trailer be? So I clicked.
In order to see the trailer, I had to enter my name, birthday and zip code. And they weren’t joking around, fake names didn’t work. I actually think they ran a small background check on me. Shortly after they verified my age, I viewed this notorious trailer, both versions of it.
And so, this small line of text that made the movie seem so exclusive and selective worked on me. But why not create a PG-13 trailer available to all? Because some marketing person hundreds of miles away knew that if the trailer was restricted, more people would want to view it. It worked. They successfully created a spark of interest in my mind that left me wanting more.
So are you curious? Are you asking yourself, Taylor just how shocking is this trailer? Well, you’re just going to have to feed your own curiosity with one simple click.
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