Think you have an eye for quality at a great price? JC Penney interactive video puts your taste to the test
Two blondes wearing orange t-shirts from different stores and smiling a bit self-consciously stand side-by-side in the JC Penney video ad on the Yahoo! homepage. The ad says that the big difference between the tees is price, and then challenges the viewer with this question: “Can you spot the difference?”
You don’t always need flash and pyrotechnics to engage viewers. In this ad, JC Penney gets its good-quality-at-a-better-price message across soft and clear with a fun, charming, user-initiated custom takeover.
It starts out with the pair of orange-clad blondes smiling and flicking their hair in the right-side 300x250 ad unit. “Click to play” expands the ad to a 970x600 game.
Now those same two models are standing side by side while the user votes on which orange t-shirt costs less green. (Right or wrong, you’re offered a link to buy the Penney shirt then and there.) Round two introduces a new pair of models wearing v-neck cardigans and poses the same question (and a link to buy the sweater). After two rounds, you’re invited to view a results page that includes a “shop womens @ jcp” link so you can get more informed and perhaps score better next time.
What better way to hammer home your tagline than to dare the user to prove the tagline wrong? JC Penney’s custom takeover gets the user involved in the digital experience in playful, stylish fashion (pun intended).
---Thomas T. Lady