These funny codes whose name means Completely Automated Public Turing test to tell Computers and Humans Apart, tend to be painful.
Solve media found a brilliant way to turn the bad experience into a perfect space for branding. By asking people to write well known taglines instead of words that make no sense at all, they are able to focus the audiences attention at the same time they advertise the brand.
Do you think this will become the new cool place to advertise your brand online? I do believe there is a lot of place for cool things to be done by advertisers by playing with the ¨prove you are human¨ concept.
Solve Media from Solve Media on Vimeo.
1 comments:
I know your observation was more around the branding strategy using captcha, however there are some other very fascinating uses of captcha. Luis von Ahn (inventer of captcha) calculated that if it takes a normal person 10 seconds to fill in a captcha, that's collectively 500,000 hours of human time every day (or 500,000 potential hours of impression time every day) filling out these little forms.
At the same time this is going on, millions of pages of books are becoming digitized (e.g. US Library of Congress archives). Some of which are very old with indecipherable text. To help "decode" this old, faded print, they inserted these snippets as captcha fields. Now you had this half million hours of human thought used to help decode old printings from the Library of Congress.
I think this is an awesome example of how you can use the massive collective time of internet users for something productive that otherwise would have been wasted.
Never thought of using it at a branding vehicle as well. But when you see "500,000 hours a day" the possibilities make a lot more sense!
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