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Do Dancing Skeletons Sell More Mortgages?

Noticed a strange ad this morning on the business page of msnbc.com.

LowerMyBills ran a small blurb ad about mortgage rates. Identified as an ad, but at first glance looks like an article. Relevant headline. Relevant copy. Relevant rate calculator gadget.

lowermybills

 

But they matched their copy with a dizzying flash movie of a circle of dancing skeletons.

Skeletons? I’m not sure I get it.

What are they trying to say?

  • “The mortgage industry is dead; refinance now at a favorable rate”?
  • “Halloween is coming, always the perfect time to refi your house, trick or treat”?
  • “Lenders have skeletons in our closets; truth is the ultimate sales tool“?

Perhaps I’m looking for meaning when it isn’t there. Perhaps MLB went with a random shock image to grab a click.

Hmmm… other folks have called out strange LMB video ads on YouTube.

Videos which don’t match the ad.

You think LMB tested this idea, or not?

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  • Alan Rimm-Kaufman
    Alan Rimm-Kaufman founded the Rimm-Kaufman Group...
  • Comments
    6 Responses to “Do Dancing Skeletons Sell More Mortgages?”
    1. Tim says:

      This is along the same lines as the dancing baby, whack the monkey and silhouetted dancers on a rooftop: just eye catching gimmicks that probably don’t sell more mortgages but get people to talk about how annoying and irrelevant the ads are…which may actually be valuable to the advertiser after all.

    2. Jeremy says:

      They catch the users eye. I’m sure they are working; this company has been running variations like this for years.

      As long as they aren’t paying CPC, these ads will yield more clicks and thus they are getting more bang for their buck out of their display ads. It’s not necessarily quality traffic, but it’s a numbers game for these guys.

      Here is some background on these ads from the NYT:
      “Don’t Like the Dancing Cowboys? Results Say You Do”
      http://www.nytimes.com/2007/01/18/business/media/18adco.html

    3. Phil says:

      If its works works Mortgages will it woirk for sat nav ;o)

    4. John Webb says:

      Thanks ill give that a try

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