Best Consumer Goods Rich Media Online Ad

Blue Buffalo believes pets are family – and that means they deserve meals full of healthy, hearty ingredients. To drive this belief home, they offer pet owners the “True Blue” test to directly compare their pet foods to other brands. This year, true[X] helped Blue Buffalo turn this test into an interactive ad experience for users watching streaming video content on connected TV devices. They’d spend a minimum of 30 seconds with the ad, and then could proceed to their content of choice.

Users are asked to choose whether they want to compare dog or cat food, leading them to a selection of top brands for their pet of choice. Once they select a brand, users can view a direct comparison of the ingredients in each, showing how it stacks up against Blue Buffalo. They have the ability to go forward and back through the experience freely, allowing for full transparency of every brand compared to Blue Buffalo. Then they’re presented with a QR code that they can scan with their mobile devices to continue the experience on their phones and receive a coupon to purchase Blue Buffalo pet food.

Users loved this connected TV version of the True Blue test, with an impressive average 3.0 interactions and 41 seconds average time spent. Connected TV is still a new platform for advertising, so to see an interaction average on par with desktop or mobile goes to show how invested users are in the Blue Buffalo story.

Contributors:

TRUE[X]

Location: United States