How Much Does a Click Really Cost?
The wiz-kids over at ZoomDoggle have come up with a genius marketing campaign they refer to as “LUCK-vertizing“. Most normally now-a-days, companies are trying to leverage their offline awareness using online viral methods. This is just the opposite, they’ve found a novel way offline to bring traffic to them online.
What they did was take $50 in pennies (so 5,000 obviously), attach a message and their web address on the tails side of the coin (which took 50 hours), and with those pennies they distributed them (heads up) around New York City on places where people would pick them up (another 5 hours of work).
This is a fantastic, cheap and creative method to drive a lot of traffic your way. On top of that, I’m sure your name/brand will stick out just a little bit more to those that do find you.
From this experiment they learned a couple things from their campaign:
A lone penny is more likely to be picked up then a penny placed in a group
While locals ask what you’re doing when they see you placing change on the ground, foreigners simply offer you more change.
Advertising online starts at about a nickel per click. This cost just one cent per message. The metrics don’t quite add up that way, but the face remains, yesterday (the day we spread the luck) was out best traffic day yet. That said, it was well worth the effort. From here on out we’ll be distributing $5 in pennies per week. That’s 500 hand-labeled coins. If you find one, pick it up. And drop us a line.
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