Each commercial directed viewers to a website where they could watch any of the 90 videos any time they wanted. It was essentially a mini YouTube of stuff to do in Massachusetts.

One-size-fits-all advertising is dead. That’s what made this campaign so innovative and effective—they let viewers chose from what resonated with them personally. To engage today’s consumer, you have to customize your message and provide your audience with options. And you have to give them the flexibility to watch whenever and wherever they want.

Here’s what else they did—they established the depth of opportunities available in Massachusetts. Although each spot was short, the volume of material leaves the “There’s something for everyone” impression without having to drag out a tired cliche.

This is the power of a video archive. Want one?  We can help.