Grey Goose iAd for NY Times iPad App
Work with @radical.media and Maverick Digital as production artist to create an interactive ad campaign by Grey Goose for the newly released New York Times iPad app. Rather than typical banner ads to click-through to a web browser site, Grey Goose looked for a more create interactive solution to reach their demographic for its holiday ‘Toast’ campaign.
The solution became an interstitial site- an app within an app- to highlight 16 exclusive holiday-inspired cocktails carefully selected by Grey Goose. The cocktails would be partially accessible in display ads, generating interest and driving traffic to an iPad-optimized mobile website. There, consumers could access, learn and share all the cocktails.
The Grey Goose campaign was the most successful of all NYTimes iPad advertising campaigns since its launch in 2010—with a very high rate of engagement. Statistics include:
- Over 4.5 million total impressions. 5% engagement for half-page ads.
- 16.4% engagement for full-page ads.
- 160k+ total ad engagements with over 87k Click Throughs
Great news – the NY Times has informed us that our holiday advertising was the most successful of all their advertisers in 2010! Other brands that advertised in 2010 included Ralph Lauren, Mercedes, Cartier, Cathay Pacific, SAP, Bank of America and several movie studios. This is a great demonstration of how consumers may react positively to more innovative digital campaigns from GREY GOOSE.
-Richard Kronengold, Chief Marketing Officer / @radical.media