Ad Capcha seems like a good idea
Captcha is a tool to ensure that a person is filling out forms. We’ve all played with captcha, screaming at the computer because you can’t tell if it says rtrgtry or rtigtry because the damn thing is in script font and one letter leads to the next.
Brands, ever looking for ways to interact online, took to ad captcha. There’s a link below called the evolution of ad captcha that’s worth a look.
Below, you’ll see a political ad Captcha. In order to fill in the form, you need to write “Meg 2010”.
I have a few problems with this.
First, according to some programmers in the know at EMA, this won’t really stop a bot. It’s not hard to write a program that tries a few things, and if it’s just Meg 2010, then it’s not really doing what it’s supposed to do, which is stop bots.
Since it’s not really doing what it’s supposed to do, then it’s just getting in the way. And that’s annoying.
Second, it’s forcing neutrals to take an opinion. I don’t live in California, but I have to write Meg 2010. True, this could be geo-targetting gone a little awry, so I’ll let it go a little. But it’s still forcing someone to write something they might not advocate for. In Califonia, this kind of forcing could actually drive someone to get passionately angry and actually go out and vote.
This is the worst kind of interruption marketing, whereby you have to interact with it in order to proceed. This might be worse than the robo-call during dinner.
Third, it’s not relevant. This is a captcha for “Calorie-counter”. The Whitman campaign has an opportunity to actually have some relevance here. Meg cares about the issues of childhood obesity, check out her thoughts.
I’m sure that Whitman could pen a few thoughts about how we need to slow childhood obesity.
Anyway, I don’t think it’s smart marketing. It seems like it could do more harm than good, and that’s usually the opposite goal of an ad.
What do you think? Think Meg is on to something?
- AdsCaptcha has Launched a Ground-breaking Advertising Tool Based on CAPTCHA Technology (prweb.com)
- NuCaptcha Combines Video and Ads For New Captcha Solution [TNW Canada] (thenextweb.com)
- The evolution of the captcha (arhg.net)
- NuCaptcha adds ads to their video CAPTCHA (techvibes.com)