If the client asks you why people would actually go to the microsite you're proposing to advertise their product, and you reply, "because that's where all the ads will direct them," you've given a very, very wrong answer.
If the reason someone would go to your microsite is because that's where the ads click through to, don't make it! Seriously, just... stop it.
Office Max's "Elf Yourself" is a microsite, and the reason people go there is not just because some ads directed them there. Burger King's "SimpsonizeMe" is a microsite, and people don't go there just because they clicked on an ad and were directed there.
People go to these sites because they offer something other than another advertisement like the one they just clicked on. People go there because the means (a fun experience interacting with the site) justifies the end (being told about a product). In fact, they'll spread the link around to their friends for the same reason, they'll advertise for the product because, at the end of the day, there's a rewarding experience to be had.
If your microsite doesn't offer an interesting, rewarding experience to the consumer, you're building it because you can't think of anything else to do.
And if your microsite has a loading screen... just give up, go home, and sit in the corner and think about what you've done.
I'm a 20something guy doing digital and social media strategy for a Halifax-based marketing agency.
I'm a vegan nerd and marketing asshole.
You should follow me on Twitter.
Contact me about whatever (like, say, your marketing questions) at joelkellyATgmail.com
Tuesday, July 1, 2008