In March 2012, I saw a Cup-a-Soup commercial during Eredivisie Live that ended with a Facebook logo. I wondered what the viewer was meant to do. Was it a pointer to a fan page, a game or simply a sign that the brand was present there? In what I saw, the advert did not give a clear answer.
Every step requires a choice
I searched Facebook at the time and found several Cup-a-Soup pages. One had a game that first asked visitors to like the page. To reach it, a viewer had to notice the logo, understand its meaning, go to Facebook, find the right page and take the desired action. Every extra step offered a chance to leave.
My old conclusion was that a direct URL and clear invitation would probably produce more likes. That was a hypothesis in 2012, not a measured campaign result. Platforms and behaviour have changed as well. The case is useful because it makes the path from TV advert to online goal visible.
Make the next step clear
In a campaign across channels, the request should suit what the viewer can do then. Say the action plainly and provide an address or recognisable search phrase leading to the right destination. The landing page should show the same offer as the advert. If a competition has terms, make them easy to find.
Before launch, test the path with someone who does not know the campaign. Ask what they think they should do after seeing the advert. Different answers suggest the next step is not clear. The lesson from my Cup-a-Soup observation is that a platform logo cannot replace an invitation.