After a series of online video ads promoting Dodge Durango and Anchorman 2, Chrysler and Paramount continue their successful collaboration and bring us a test of endurance contest, ‘Hands on Ron Burgundy’.
In order to win a new car and other prizes, contestants must prove their patience by clicking and then holding icons on Ron’s pictures. The one who holds it the longest wins. Thankfully, there are different mini games and humorous ads between the images.
The one minute video promoting the contest is made in a film trailer fashion with theatrical music and over dramatic text in true Ron Burgundy-style, fitting well with the manner of the film and the previous ads.
The message of the ad is clear and is delivered in a quick and engaging way. The video sends the audience directly to the contest page where they can play the game; with such ads it’s important to keep the viewer journey as short as possible.
But what might stop viewers from joining the competition is the weak video distribution strategy. The contest will only last a week, and given that it’s already two days in, the video seems to be struggling to reach a scaled audience. The ad needs to be shown on multiple platforms and different environments to gain better traction. But on a positive note, smaller number of viewers means better odds for those who are participating.