Using TV to Launch Activity on the Web

Although the Cadbury’s Gorilla advert on TV looked like the worst kind of pencil-chasing activity, it became a lot more interesting to me when I noticed how popular it is online. 

Is it an example of using TV to primarily launch activity on the web?  After all the advert itself does have that Heavy-style sociability quality.  Then over the weekend this article about agency-du-jour, Fallon, which made the ad, and their ‘bi-lingual’ approach made me wonder if this ‘straight-to-web’ TV strategy was more than just an accident. 

Pretty interesting if it is, especially if they are using it to hoooover up budgets by streeetching tired paid media metrics – regardless of the affect on actual sales.

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