Fujifilm rich media banner campaign garners 250,000 sweepstakes entries

A Fujifilm online campaign designed by interactive ad agency Sharpe Partners got a major response including a 4.4% click-through rate—defined as the percentage of web users who chose to engage the ad banner served to them—and ultimately generated more than 250,000 entries for a Fujifilm sweepstakes promotion.

The campaign, which ran from the third quarter into the fourth quarter last year on MSN, PCWorld and CNet, used a rich media pointroll expanding banner that, on click-through, generated a three-question “digital camera finder” quiz. People who responded to the online quiz got a Fujifilm digital camera recommendation based on preferences expressed on ease of use, price and other attributes.

Of the 4.4% who engaged the banner, 34% registered for a sweepstakes promotion served after they’d completed the online quiz, and 30% opted to be contacted with more information about the digital camera model recommended to them.

The ads were served in a non-intrusive manner, allowing users to choose whether or not to engage the banner and to select whether to complete the quiz, according to Sharpe Partners. At the same time, the campaign allowed Fujifilm to communicate its message, gather data on how users interacted with the banner, and track which camera models were the most popular.

“We were enormously pleased with the results of this campaign. It got the results we wanted for Fujifilm,” says Joan Rutherford, vice president of advertising for Fujifilm.