I was reading ESPN mobile earlier today and saw a call to action mobile banner by Right Guard. Normally, I don’t click on banners. Not on the web and rarely on mobile. Call to actions on web nor mobile are convincing enough for me. However, this call to action on the mobile banner was to the point, slick and looked well designed. It simply said “click to get $1.50 off coupon”. I clicked.
To my pleasant surprise my Quicktime player opened and a video started playing! The video was a commercial for Right Guard with Chris Paul; a 30 second spot that was well produced and kept my attention. Then the wrong turns began. At the end of the commercial there was a static slide that said “To get the $1.50 off coupon visit www.rightguard.com”. Now, already it’s a bad interaction. You asked me to click to get a coupon, fed me a video (albeit a good one!), but then no coupon! Instead you’re asking me to type in my browser your URL to get this coupon!
At this point I’m done with the hopes of a $1.50 savings, and am more curious than anything else. After I type the URL in my mobile browser will another video pop up? Will I get a scannable 2D code to take to a Target or another retailer? Will I be asked to input my email address to get a coupon emailed to me? Will it be something I’ve never seen before on mobile that really pushes the envelope?! The suspense was unbearable! I typed the URL in my browser and hit “Go”.
Nothing. I got nothing. Apparently Right Guard didn’t think to make a mobile landing page, instead the URL directed me to their regular PC site which has a Flash intro! Aside from a niche browser like SkyFire no other mobile phone could view this page! Not Blackberry, Windows Mobile, iPhone, Android, etc. Why didn’t they create a mobile landing page for an interaction that started from a mobile site!? Really? Mr. Right Guard you thought this was a good idea? How did you think to convert the leads? Very poor execution, and very disappointing.