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WATCH: Troy-Bilt’s Leaf Blower Blows Away Wired’s Homepage, In Effort To Reach High-Tech “Yarders”
Troy-Bilt tries to introduce Wired's young tech-savvy users to a new gadget -- its leaf blower.
We’ve all seen page takeovers before. So very yawn, right? But how about when the execution of a page takeover actually blends perfectly with the brand being promoted? Well, that’s the case today on Wired where Troy-Bilt is touting its new Jet leaf blower.
Why did Troy-Bilt choose Wired? In some consumer research completed by the brand, it was found that 91% of people perceived the Troy-Bilt Jet as different from other leaf blowers. Different in what way? Many called it “Futuristic” or “high tech.” A perfect fit for Wired’s future-focused, tech savvy audience.
Also, as the press release explains, “Broadening the expected, male-skewed ‘yarder’ market by also targeting high-tech, early adopters offers potential gains in both market size and marketplace enthusiasm.”
Additional promotion will include rich media “synched unit” banner advertising — the blower in one banner moves leaves in another — elsewhere on Wired.com and on DIY.com. There will be :30 pre-roll video which points to a landing page on which additional shareable content can be found.
There will also be a presence on mobile devices via the Exponential network as well as on thousands of gadget-, yard-, and DIY-related websites.
Finally, a featured content placement, with video, has been placed on the new tech-gadgetry site Uncrate.com toward which the publication’s Twitter feed points. On this content page, readers can also share the story to Facebook and Twitter.
Here’s a video of the Wired page take over:
And here’s the video on the landing page:
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.