The UPS Whiteboard Headquarters

Link: The UPS Whiteboard Headquarters.

Saw a text link ad for UPS Whiteboard Headquarters today, and for the first time ever, I clicked on a text link ad.

The site has some cool gee whiz interactive animation sequences that tell stories to sell UPS services.

You can move around the HQ by selecting your need such as visibility & trakcing; shipping software; streamline supply chain; reduce paperwork; or sell stuff online.

Or you can use the Whiteboard Navigator to go to areas such as Products and Services like Billing Solutions, CampusShip, Paperless Invoice, and Quantum View. You can search by bigger categories like Big Business, Small Business and Environmental. Then there is the Lobby, Theater, Library, Workshop and Break Room.

I don't really have a need for shipping and thus no real need for UPS, however, I did poke around a little because I was curious about the delivery of their message.

Is this an effective advertising/marketing campaign? Here are my immediate thoughts:

1. Click-thru. It got me to click on a text link ad - something I've never done until today. It was on an email forwarded to me by someone I know through NPR.org. I guess I clicked because it was connected to NPR.org.

2. Click around. It got me to click around - if for no other reason than to figure out what UPS was doing.

3. Conversion. It didn't get me to inquire more about UPS services because I'm not their target market.

However, back to the text link ad: Because it was on an email sent via NPR.org and by a trusted colleague, I took the leap to click on the ad link.

To me, what UPS is doing through their animated tours to sell their services via the UPS Whiteboard Headquarters is a bit over the top but interesting as a curiosity.

What really works is the way they delivered their link to me - through the "Email a Friend" feature on NPR.org. This gives their ad link the double whammy of trust: It was on an emai sent to me by someone I know and sent via a web site for a media outlet I know and respect. Smart.

4. Chatter. Regardless of whether or not I personally will partake in UPS's services, what they are doing online right now was a catalyst for a Tweet and a blog post from me. Not bad, UPS, not bad.

What do you think about the UPS Whiteboard Headquarters campaign?

Comments

[jim]

Glad you like the whiteboard site!