Playing on the idea that “our Examiners know more than you think,” I played on this tagline: Everything you wanted to know. And some you don’t. Just then, an opportunity to sponsor a local theater came our way and we had the chance to test it out. To drive traffic to this particular section of the website, the follow-up text read:
“What’s so bad about this Scottish play?
Visit the Denver Theatre Examiner’s page to find out.”
Of course, the theater company hated the ad.
The audience, however, loved it.
