Stride Gum claims to ‘be ridiculously long lasting’, so they decided to create a ridiculously long lasting web banner that would test the limits of a person’s ability to click a mouse and hold it in a certain area for as long as possible for a chance to win $500. It’s no ordinary challenge as the banner throws all sorts of random movements and distractions that try to make you fail.
The banner worked as intended as the World’s Longest Banner Ad had a record of over 67 minutes Could you imagine interacting with a web banner for over 46 minutes? Well, the campaign was so good that it just picked up a Webby Award for the campaign.
The results, a click-through rate that is currently at .9% (the industry standard is .07%). People even searched google to try to find the advertisement.
What do you think of this campaign?
Agency: JWT NY