I’ve been meaning to blog this for a while but I’ve been too lazy. Does anyone remember Ashley Highfield’s article on the future of television? He states that consumers are entering an era when they want to control their media consumption and that technologies such as DVR’s allow them to do this by fast forwarding, rewinding, recording, and skipping advertisements. He believes that the ability to download and manipulate video content will eventually undermine the existing format of television leading to the need for more live events that must been seen and interacted with (think American Idol).
So what has KFC done to combat this? They’ve produced a comercial that rewards the fewer for engaging it’s content. With the use of a DVR (or possible a really good VCR) you can playback the commercial at a slow speed to earn yourself a coupon for a Buffalo Snacker chicken sandwich. They’re rewarding the viewer to engage the advertisement in an effort to prevent them from skipping over it…"
So what has KFC done to combat this? They’ve produced a comercial that rewards the fewer for engaging it’s content. With the use of a DVR (or possible a really good VCR) you can playback the commercial at a slow speed to earn yourself a coupon for a Buffalo Snacker chicken sandwich. They’re rewarding the viewer to engage the advertisement in an effort to prevent them from skipping over it…"
