Our Ad of the Week is a wallet-like expandable that serves up the BankAmericard Cash Rewards program with a side of pro grilling tips
How do you whet the appetite of summertime consumers for a credit-card program? Bank of America played on America’s love of outdoor grilling with a fun and educational expandable ad on Yahoo.com. The ad opens up like a wallet to show how consumers can save on their summertime activities with a BankAmericard Cash Rewards credit card and shares expert tips on how to grill beef, fish, pork, and chicken safely and deliciously. Here’s how it all unfolds:
The ad kicks off as an animated 300x250 on the right that shows how the Cash Rewards program can help save money on the things you need for summer fun (like 2% cash back on the choicest cuts) before inviting the user to open up the safe-grilling temperature guide.
“Click to expand” flips open the ad to a 495x295 unit where you’ll find barbecue best practices for all your favorite proteins: “Seafood tends to stick to the grill and fall apart, but grilling baskets can help you keep your fish in one piece.”
Press “Learn more” and you'll go to BofA’s official site for the BankAmericard Cash Rewards card.
Bank of America’s BankAmericard expandable ad scores an advertising hat trick by being unobtrusive, educational, and fun. Happy grilling!
---Thomas T. Lady