Behind the Scenes of Best Buy's AR Campaign
However, this time around we get to peek behind the scenes of the campaign thanks to Advertising Age, which held an interview with Spencer Knisely, director-brand identity, print and design at Best Buy. It turns out that while the print ad pushing the site had a circulation of about 43 million people, only 6500 of them have tried the AR application on its first day. Surprisingly, that's double the number Best Buy have predicted.
Ad Age: Can you tell what the real business result -- or conversion -- of this was?
Mr. Knisely: We don't know that yet. We saw comparatively high click-through -- 12% -- to other pages: the Twelpforce page, the Next Class computing page or to the dot-com site for the Toshiba computer itself. But aggregated, a 12% click-through on an experience like that is fairly decent.
More here.
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