122 The Best Digital Marketing Campaigns in the World
Add in a paid-for trip to Sydney, and other prizes for participants in the interac-
tive Shadow Napping online game, and combine with creative execution and
you get results that far exceed industry benchmarks and an impressive posi-
tive impact on the overall perception of the brand among the target
demographic.A particularly interesting aspect of this campaign is the way its interactive
advertising units circumvent the ‘banner blindness’ that plagues so many
online display ad campaigns. By adding an incentive (bankable points that help
put the player in contention for a prize) and constantly moving ad units around
different websites the game becomes a series of treasure hunts, with people
actively seeking out and engaging with the ad units as they move around the
web (using the dynamic ‘hunting map’ on the website as a guide) rather than
subconsciously avoiding them. A judicious sprinkling of ‘cheats’ and short-
cuts helps to reinforce the quest-like feel, driving further engagement.Marketers look for existing deep-seated characteristics that are common to
your target demographic and ask how your campaign can leverage those
traits to maximize its appeal.Napping shadows the Aussie way.