CASE STUDY: Astro creates world’s longest people-powered banner

Background

Astro launched the “Where do YOU want Astro On-The-Go contest” from July to August 2012 as a promotional effort for Astro On-The-Go, Astro’s latest innovative service delivering non-stop entertainment anytime, anywhere via smartphones, tablets and laptops.

Aim

In conjunction with the contest, Astro aimed to create the longest online ad to showcase through a series of user-generated pictures how people can really enjoy Astro On-The-Go anywhere and anytime they want.

Execution

Astro used Facebook as the validation process for voting and the contest was sitting on Astro's website, where users could submit their entries, or via twitter.

Mediamind served this “longest online banner” on various websites where Astro had purchased inventory on. As the number of photo entries/submissions increased, so did the banner- continuously growing in length on a daily basis whilst still running on the various websites (e.g. Yahoo.com, thestar.com, etc), where participants could randomly themselves in an ad when browsing one of their daily routine sites.

Participants could also share their photos to garner votes and increase their chances of winning the contest at a Contest Ceremony in Astro on 15 October 2012.

Result

The online banner reached a world record at a length of 61,500 pixels (68 feet), tripling the previous longest online banner length of 18,001 pixels (20 Feet), which was held by BMW.

Astro received a participation of 20,000 Malaysians nationwide in two months. A total of 1,007 pictures have been received and 205 qualified ones have been used for the banner.