[opendtv] If you can't beat 'em...

  • From: "John Shutt" <shuttj@xxxxxxxxx>
  • To: "OpenDTV" <opendtv@xxxxxxxxxxxxx>
  • Date: Fri, 7 Apr 2006 08:51:27 -0400

Ah, but will it work with Comcast's Remote DVR?

John

Via Broadcast Engineering Newsletter:

KFC gets ad exposure in the blink of an eye

Apr 7, 2006 8:00 AM
Strategic Content Management e-newsletter

KFC, the fried chicken chain, pulled off a recent advertising coup when it 
embraced DVR technology using a new kind of television spot.
The fast food company ran an ad that inserted a single frame that contained 
a code word - Buffalo - which viewers could use to claim a coupon for a free 
KFC "Buffalo Snacker" chicken sandwich.

The story of the ad, which ran nationally from Feb. 23 to March 3 on network 
and cable channels, was reported last week by the Wall Street Journal. Only 
viewers who used a DVR or an analog videocassette recorder to slow the ad 
and watch it frame by frame could see the code.

To alert viewers when to pause their DVRs, KFC announced details of when the 
ad would run, including in which programs, such as Fox's 24 and CBS's 
Survivor.

The ABC network refused to air the spot on the grounds that it was 
subliminal advertising.

Did the idea work? KFC thinks so. About 103,000 people claimed "Buffalo 
Snacker" coupons after entering the hidden code on KFC's Web site, the 
company said. Furthermore, the publicity prompted an increase in the number 
of people visiting KFC's Web site. In the weeks the ad ran, the site drew 
2.75 million page views, 40 percent more than the amount of traffic it 
usually gets over a similar period of time.


 
 
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