Cable television station, Lifetime, is now running this campaign to promote its latest series “The Fairy Jobmother.” This billboard advertisement was spotted on a New York City bus shelter and it features a JAGTAG code.
Per the instructions on the billboard, I scanned the JAGTAG code and emailed it to the address provided. A minute or so later, I received two emails from JAGTAG. The first one read, “Click this link for a job tip from Hayley Taylor, The Fairy Jobmother. http://bit.ly/aEYzxb. Do not miss new episodes of The Fairy Jobmother Thursdays at 9p/8c on Lifetime.” And the second email read, “To receive more exclusive content from The Fairy Jobmother, please text back LIFETIME.” Acting on the first email, I clicked the bit.ly shortened URL and saw a video, which was about a minute or so long and featured a job hunting tip and trailer for the show. I did not respond to the second email.
A couple of comments about this campaign. The billboard is well designed and gets your attention. The JAGTAG code is prominently positioned and located at a height that makes it very easy to scan. Also, the directions along side the code are well written and easy to understand.
Now, a few questions. Why does Lifetime send the second email only seconds after the first one? Why not give the reader of the ad some time to react to the first email and allow them to digest the meaning and content of the scan resolve? Also, if there is more video content to offer the reader, which is what’s mentioned in the second email, why not ask the reader at the end of the first video if they want to see more and offer a link at that moment in time. To me that seems more fluid and appropriate. Why interrupt the reader with a second email, as opposed to allowing it to be more permission based where the reader opts whether or not they want to see more.
Also, being a new television show, I would assume Lifetime would welcome word of mouth among potential viewers, so why not include in the video resolve a “like” button or some sort of social share button? There is nothing in this campaign that enables it to easily go viral.
Another question, why just a job hunt tip and program trailer? What about a scan resolve that was a bit more innovative or of value. For example, how about offering a consumer the chance to become a participant on the show? Why not a direct link to a short application? Or what about a co-op campaign with a leading resume writer and offering the service of a free or discounted resume analysis. Or what about offering a chance to win a new business wardrobe? To me, there seems to be so much more that Lifetime could have done then a simple job tip and trailer.
While it is great to see another 2D campaign in the wild, I get sense the marketing/creative team took the easy way out and just reconstituted existing content. How this plays out in generating new viewers and achieving marketing objectives only time will tell.