The “Priceline – Negotiator’s Last Deal” commercial, was the first ad that the group picked in relation to interactive media. Priceline.com is an interactive website which allows users to input data and get corresponding results for flights, hotels, cruises, etc. Whats more, it also contains customer reviews which enable interactions between various consumers.
The commercial features a bus hanging on a bridge, about to fall off the cliff. The negotiator comes up and urges distressed passengers to get off the bus and book hotels through Priceline right away since they were close to their destinations. After everyone gets off the bus, the negotiator hands over a phone with the Priceline site opened and says, “Save yourself……some money”. The negotiator ultimately goes down with the bus.
The target market for this commercial are people who need to book hotel rooms in the near future, even in a couple of hours; (Since the negotiator says, “You are miles away from your destination.”)and fans of William Shatner.
Manish thought the commercial was funny, since he recognized the negotiator, Captain Kirk from Star Trek. However, the girls thought it was ridiculous that the negotiator had to die.
From a marketing point of view, the commercial tries to connect people who are familiar with Star Trek. Since the commercial features an accident, it tries to convey the idea that consumers or travelers learn about a lot of deals on a day-to-day basis, and get a chance to compare those prices and ultimately get the best price. The message to save money is conveyed prominently – “At Priceline, you can choose some thousands of hotels ON SALE, everyday. Save yourself….some money”. After the negotiator goes down with the bus, the female passenger who manages to grab his phone just in time, books a hotel through the phone. She notices the rest of the passengers giving her “the look”, as they felt it was highly inappropriate to do something like that while someone just died. The woman cleverly says, “Its what he would’ve wanted”, to quell the heat around her slightly. The ironic or controversial action tries to exhibit that it is equally important to save money as it is mourn someones death. So the “convenient, saving money” idea was conveyed well.
During the commercial, Priceline appears three times, and the negotiator says it only once.
As mentioned above, William Shatner, who played Captain Kirk in the famous Star Trek series, acted as the negotiator. He’s a Canadian actor, director, singer and author. According to the comments below the YouTube video, lots of people connect themselves with Star Trek: some complained about why their Captain had to die again and that the negotiator should have died as Captain Kirk ON the bridge and not fall off the bridge. This celebrity/Star Trek idea would work since people would talk about it, forward the message through emails or work-of-mouth communication. One of our team members hadn’t heard of the website, but, when Manish talked about it in excitement, she probably checked it out.
The second commercial we linked to interactive media is the GoDaddy – Cloud ad. The commercial shows two young men talking about one of their dreams last night. Both of them suddenly get dragged into a dream setting with sexy girls introducing GoDaddy.com’s Internet cloud. More hot girls show up, explaining the various steps to registering on GoDaddy.com to make “your personal and Internet dreams come true.” The two guys were certainly excited.
For this commercial, the target markets are young men who want to create their own Internet businesses and also fans of the Pussycat Dolls.
Men would certainly take to this commercial a lot more than women, since the main characters are all hot and sexy ladies.
The commercial tries to connect the viewers’ daily dreams and personal dreams; and within the commercial, it tries to show that GoDaddy.com has all the functions needed for creating a website: hosting, websites, domains, storage and email. The message was not effective since the scene exhibiting all the functions lasts for about 3 seconds, with the background sound saying something else. So it’s probably hard for people to notice the two aspects while watching the commercial.
The GoDaddy.com logo was on the screen throughout the commercial; the girl said GoDaddy.com twice, and towards the tail-end of the commercial, a huge “GO DADDY” sign hangs at the back of the scene.
The commercial features celebrities – the Pussycat Dolls and Danica Patrick. Since the CEO of GoDaddy.com aims to come up with campaigns that are “fun and edgy”, the commercial did convey the idea: funny guys and trendy singers.
The edgiest and most interactive part of the commercial was the QR code that appears throughout on the lower side of the screen to allow viewers to go to the website ASAP. For people who are bored of watching the commercial might use their phones and search the Internet. Increasing traffic! Whats more, at the end of the commercial, the voice says, “See more now, at GoDaddy.com”, asking for further interaction.
This is the link for the complete commercial:
– Written by Angela Ou