Thanks for stopping by! Hey, why don't you do what all the cool kids are doing and subscribe to my RSS feed? You know you want to, so go ahead, be bad, be very very bad... :) Thanks.
I was hanging out yesterday doing my usual Sunday regiment, laundry, catching up on work, emails and a little TV here and there. While I was doing 40 other things with the TV on in the background, a commercial caught my attention. It had a young guy in front of his computer at a coffee shop. A lipstick rolled and hit his foot, he bent over to retrieve it and handed it back to an attractive woman sitting behind him. When he turned back around his computer and the lipstick woman were both gone. There was no words spoken in this commercial and it ended with a URL, nowwhat.com.
I thought it was an interesting commercial and I did exactly what the commercial makers wanted viewers to do, I typed the URL in my computer. When I went to the web site, I discovered it was a commercial and web site for State Farm Insurance. When I entered the site and looked around for a second or two, one question popped into my mind, “Now What?”. Ok State Farm, you got me to your web site, now what do you want me to do? You have a cute little Flash movie here, nice, but I am assuming you would like me to maybe get interested in your home or auto insurance? If so, your web site failed at this miserably.
This is another example of taking the ball all the way to the one yard line and then not only not going into the end zone, but turning around and going the other way. Let’s discuss what is missing? First off, why should I switch my home or auto insurance to State Farm? What makes you different from my present providers of Allstate and Geico? You ran a contest for users to submit their own Now What videos on iFilm, I think that is great, but did you bother putting up your own commercials? I searched on both YouTube and iFilm, the place you ran your own contest, and neither have your own commercials for viewing or at least that I could find?
Though even more importantly than all of these questions, I believe the biggest error made was State Farm and their marketing agency not understanding the media landscape and falling back into what they have always done which is make TV commercials.
Popularity: 1% [?]
Technorati Tags: nowwhat.com, State Farm Insurance, videos, YouTube, iFilm
LOL!
I loved this post, Cord!
Maybe there should another site where you can make a “Now What” video about what to do once you get to the site? Would also make an awesome spoof!
Love the 1 yard line. So much is in alignment. Attention, Interest, Momentum… and then it all falls apart…
Thanks Sean.. I started writing this whole case study on State Farm, but it seemed to become real boring real quick so I shelved it. Thanks for your comments as always.
It’s funny that we hear so little about state farm these days, eh?
So… I got here via Google because I saw the same commercial, got all excited, went the website, and became quickly disillusioned.
The “now what” at the end of the commercial had me assuming that when I went to the website I’d be able to… see what happens next. Like: “This really crazy thing just happened, now what?”
Too bad that’s not what happened
So what I’m really asking is: Did you ever find any video showing what happens next? Or did State Farm COMPLETELY drop the ball? (I’m guessing not, based on your post, but I can dream, right?)