Ad Age: GE 'Etch-A-Sketch'-Like Online Ad Scores Big
Aside from the fact that Ad Age is covering this story seven months after the fact is beside the point. If you recall, GE launched an online ad where users could "etch" a "sketch" within the ad unit. Omnicom's OMD now claims that the send-to-a-friend component of the campaign yielded a 28% higher open rate than previous campaigns.
The encouraging point here is that GE is apparently planning a similar online effort for 2004. No one is leaking any details though. If it's as innovative and successful as the "Pen" campaign, we'll have another online poster child to gush about.
