‘Easter eggs’ coming to TV ads
Cory Bergman August 19th, 2006
Video gamers know the term: “Easter eggs” are hidden surprises that you can discover when you go off the beaten path. Now a similar concept is coming to television this fall. Advertisers are embedding Easter eggs of expanded content inside ads that reveal themselves only when DVR viewers hit pause at certain moments. GE experimented with Easter eggs in May with an ad that featured a dancing elephant in the jungle. Viewers could pause the ad (with prompting) to reveal various fictional factoids. Turns out, GE says viewers spent more than two minutes watching and reading the 30-second spot.
5 Comments Add your own
1. Safran | August 20th, 2006 at 3:00 pm
And they simply have to keep trying. McKinsey estimates that TV ads in 2010 will only be 1/3 as effective as ads were in 1990. I say that’s giving the ads too much credit.
2. tish grier | August 21st, 2006 at 9:09 am
oh, who’s got the time for Easter Eggs?? They may be popular for a short time, but like the Dancing Baby or “where’s the beef?” but we’ll probably get sick of them before they print out any accompanying tee-shirts.
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5. Sam | January 18th, 2008 at 7:40 am
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