Online Campaign Measures Engagement In Hacks
An interesting digital campaign intentionally required clever viewers to hack a minisite's URL in order to win prizes.
- 25 january 2011
Burgeranch is an Israeli fast food chain that recently worked with McCann Erickson to play on the concept of ‘combina’ – a unique Israli phrase which means “outsmarting the system and getting something out of it.”
To do this, the agency created an online campaign split into two parts. The first was a campaign that ran typical banner ads directing viewers to a trivia-game minisite, offering Burgeranch meals as prizes. This minisite was intentionally designed to be somewhat frustrating, with questions that turned out to be impossible to answer.
In the background ran a separate and more surreptitious campaign, spreading a rumor that the minisite could be gamed through a combina-like hack – this simply required people to change the URL of the landing page that participants were brought to when they inevitably lost the trivia game. The final success of the campaign was measured not by how many people signed to receive the meals, but by how many people were clever enough to hack the URL to bring them to the winning page instead.
Watch a video explanation below:
[via Stolen Genius]