Vantage Point uses TV spots to point to online puzzle

Columbia Pictures is kick-starting the ad campaign for their action thriller Vantage Point with two TV spots that will point to an online puzzle.

One spot will air during tonight’s season premiere of “Lost” (which makes sense since the movie too stars Matthew Fox) and the other will air during the Super Bowl pre-game show this Sunday. Again apparently hoping to attract “Lost” viewers, ABC has been running banner ads and on-screen promotions teasing the movie and this campaign.

Tonight’s 60 seconds spot will contain numerical codes that can be entered on http://www.whatisyourvantagepoint.com. Once they do that visitors will be able to access exclusive “Lost” content. They’ll also be able to view a teaser for the Super Bowl spot, which will also contain its own code.

Also on the site visitors will be able to participate in a puzzle where they have to put together clues.

The tactic of hiding a code in a TV spot that will only be viewable to those who slow down their DVR playback has previously been used by KFC. Entering that code gave visitors access to a coupon to use at the restaurant.

The press release is heavy on talk of engagement and they’re right – up to a point. They’re getting people to pay attention. But the real yardstick will be whether they then turn around and talk about their experience to others. That’s the real mark of an engaging campaign.