Interactive Ad Units Help Spraychel Campaign Rock the Vote, Achieving as High as 16 Percent Interaction Rates Across MSN

Interpolls, a leading rich media and next-generation advertising technology company, has joined I Can’t Believe It’s Not Butter!® and Microsoft Corp. to announce the results of the recent “Spraychel for President” rich media advertising campaign which concluded July 27. The election-themed campaign incorporated a mix of tongue-in-cheek humor and a high degree of user interactivity to successfully showcase the I Can’t Believe It’s Not Butter!® brand across MSN, the Microsoft Advertising global media network.

Microsoft Advertising supports a wide variety of rich media partners to make executing campaigns on its network as easy as possible for its advertisers. In this “Spraychel for President” campaign, Interpolls brought a unique set of rich media executions including Interpolls Rich Media Widgets® and its polling functionality, which engages users and encourages interactivity by asking them a compelling question.

Throughout the life of the campaign, the Interpolls system continually optimized question selection so that the best performing questions rotated at a higher frequency. As users responded to a question, they were guided to a results panel that housed additional features and campaign messaging including streaming video and a call to action that prompted the user to click through to the brand’s microsite and “Vote for Spraychel.” Voters received the chance to win a presidential salary of $400,000.

“Using Interpolls rich media ad technology on MSN sites, we were able to utilize rich media polling and widget ad formats throughout the life of the campaign,” said Victoria Barbadoro, Associate Brand Building Manager, I Can't Believe It's Not Butter!® “The question-based ad units helped engage site visitors and bring the campaign to life, while providing a perfect fit for our highly original, election-themed campaign.”

Interpolls’ rich media ad units for I Can’t Believe It’s Not Butter!® achieved tremendous results. User interaction rates with the Interpolls question based ad units were as high as 16.04% on MSN.

“This campaign is a clear testament to the power and effectiveness of rich media advertising and demonstrates what advertisers can achieve by combining cutting-edge solutions with a high degree of interactivity,” said John Genna, director, Display Product Marketing, Advertiser & Publisher Solutions Group, Microsoft.