Don’t Click Here: Wendy’s Non-clickable Chicken Banner

In Just a Chicken Sandwich, a recently published post by Ari Rosenberg for The Online Publishing Insider, the author touts “an online advertising breakthrough.”

What’s this breakthrough, you wonder? It’s a non-clickable banner ad.

The ad, for Wendy’s new spicy chicken sandwich, features an image of the sandwich and reads “There is no web site for it. It’s tender and spicy and you just go eat it.” They just hope you’ll notice it, be hungry, and head on over to Wendy’s.

Well I’m not so sure this a breakthrough, but it’s certainly abnormal (i.e. uncommon). I sure wish I could sell my clients on that. It’s almost all media buy. No clickthrough metrics, no landing page optimization, no ROI to track. Sounds like a dream.

Rosen praises Wendy’s for deciding “not to ask for any more of its consumer’s time,” declaring it “strikingly refreshing.”

Wendy’s also decided not to further engage or entertain consumers, coupon them, get their permission to tell them about the next new sandwich, ask them to tell their chicken sandwich loving friends about the new product, close the loop on ROI (e.g. with the afore mentioned coupon), and so on.

What do you think? Is it a breakthrough? Is it even a good idea? Sound off below.

TL

P.S. Perhaps more interesting than the non-clickable banner (though certainly not abnormal) is that Wendy’s is totally out of the conversation:

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5 responses to “Don’t Click Here: Wendy’s Non-clickable Chicken Banner

  1. So unexpected! Not the norm, for sure. I’m curious if they did any pre-research on the ad before placing it to see if they could anticipate its potential effect once live?

  2. Breakthrough, no. Good idea, yes. Some things just don’t need a landing page, and a chicken sammy is one of them.

    Todd – I feel like we were almost here with the Friskies Dry pre-comm pointrolls. All the info was in the banner, so why drive people anywhere else?

    What’s exceptional about the Wendy’s ad, though, is their brazen contrarianism (“There’s no web site. Don’t click…”).

  3. Or are they ahead of a curve? Recent research from Jupiter and Forrester around the measurement of online media tracks a continuous decline in click through rates (CTRS) over time. The response? Stop measuring click through and start accounting for post impression lift in purchase intent and /or attitudes about the brand.

    The new metric? “view throughs” – a method using cookies and ‘match-back’ pixels on the website. Together, they enable a you connect exposure to a media unit and site visits at a future date.

    If Wendy’s is using a more advanced market model mix to measure the value of their online media campaigns, they could indeed be gaining userful metrics from a banner that you can’t click.

  4. @ Susan

    > viewthrough… they could indeed be gaining
    > userful metrics from a banner that you
    > can’t click.

    Good point.

    We are actually tracking viewthroughs on a current campaign.

    I look forward to seeing what portion of the traffic viewthroughs account for.

    > Forrester around the measurement of online
    > media tracks a continuous decline in click
    > through rates (CTRS) over time.

    I wonder if that includes CPC text ads or just display advertising?

  5. thanks for the tasty and somewhat spicy feedback — glad I found this string and thanks for spending time with my column.

    Ari

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