This season, the leaves are changing, the air is getting crisper, and the big brands are taking it outside… Outside of the home, that is.
When deciding how to build excitement and promote tune-in for the new fall schedule, Fox chose to move away from the TV commercials to focus on OOH, taking advantage of traditional formats along with digital billboards and networks. The driving factor behind the new move to digital? — the ability to show full-length pilots for some of this season’s lineup, such as “Raising Hope” and “Lone Star”. Full pilots ran on three major airlines, the Hotel Networks and Princess Cruises, and street-level video networks at subway stations.
Next up: Budweiser. The king of beers (whose recent sales would suggest he’s been overthrown) needed to find a way to cozy up to young under-30 beer drinkers. The solution? In-bar promotions. The bait? Free beer! The campaign started earlier this week, encouraging under-30’s to “Grab some Buds,” and reaches it’s high point tonight as the brand hosts the “Budweiser National Happy Hour.”
So what does a company do when they want to reach active 20 and 30-something’s who don’t spend their time watching TV and surfing the net? They go to them! Just ask Mitsubishi, who recently found a new way to reach the M-Generation, their target demographic whose lifestyles closely tie in with some of the vehicles’ “personalities”. The brand decided to take it on the road, showing up at races, trail heads for mountain biking, dog parks and more, asking people along the way–“What Are You Into?”
Of course something as important as the World Cup attracts only the coolest marketing campaigns of the year. All over the world, companies and sponsors have put together so many interactive gimmicks that we couldn’t decide which one to write about. So we’re gonna tell you about all of them!
Let’s start in Melbourne, Australia, where Adidas has placed a huge (19 feet high and 2 tons!) Jubalani soccer ball outside a crowded tourist-y area and has a young whippersnapper who plans to live in the ball for the entire length of the World Cup. By entire, we mean 22 to 24 hours a day! The lucky guy, Adam Santarossa, is set up with a flat screen TV, computer, Playstation, couch, bed, free food and drink, and all he has to do is use social media to keep the world updated on his new lifestyle and, of course, offer his commentary on the soccer games.
A hop, skip away in London, the famous Piccadilly Circus square features a digital screen sponsored by Coca-Cola that runs live video of fans’ celebratory dances. The stunt, aptly named ‘€œWhat’s Your Celebration’€, engages passersby by first calling them out. The people manning the board use a laptop to type messages to the people looking at the screen and then call them to the piece of Astroturf grass and corner flag to perform their best victory dance. Their video is then posted on the screen for the entire square to see.
Heading south to Johannesburg, Nike is promoting its ‘€œWrite the Future’€ campaign where fans can type a message up to 57 characters via the promotion’s Facebook page, Twitter (#NikeFuture), QQ (in China) and Mxit (in South Africa) to any of 50 Nike-endorsed soccer pros. Select messages are then displayed on the fourth largest building in the city along with awesome graphic images of players like Cristiano Ronaldo.
Much like the Olympics or the Super Bowl, the World Cup offers companies the chance to market to mass consumers in innovative and new ways. This year is no different ‘€“the creativity continues to flow and we are all very impressed with what we’ve seen. Now if only the U.S. had beaten Ghana’€¦
New Yorkers got a real surprise when walking through Times Square this past week. Instead of the usual overcrowded and dirty sidewalks, there was a transplanted beach right in the middle of the city’s busiest intersection! Not only was there over 30 tons of real sand, there were palm trees (not the real ones, sadly), beach chairs, volleyball nets, corn hole boards, loud music and other themed items. And of course, what Margaritaville would be complete without an ice cold Corona in your hand?
In fact, a Corona bottle was placed right in the middle of the party, towering at 30 feet tall! Too bad it is only an inflatable promo item… There were also Corona brand ambassadors – some even (semi) famous – including Real Housewife of New York City, Kelly Bensimon, mingling all over the scene. The Corona sponsored event lasts through July 31st.
The ‘€œpop-up beach’€ is the biggest summer launch for Corona Extra and Corona Light. Parent company, Crown Imports, reported that media coverage has been provided by ESPN2’s ‘€œSportsNation’€, local news, and online outlets in the States, Mexico and Japan. Other promotional giveaways at the party include sunscreen, bead necklaces, and key chains. But to win one of the 100 trips to Cancun, you better start looking for one of the 2,000 Corona bottles donning a promotional wrap that includes an entry code for chances to win online. Looks like summer is here early, and what better way to celebrate than with a Corona and lime? Better start drinking!
When you stop and think about all the ways advertisers can reach their audiences, the most obvious way is driving right under our noses’€¦ our cars! Think about it: cars are seen 24 hours a day, 7 days a week, no matter where or who you are. Cars are basically bulletin boards for their drivers’ personality and style; whether someone is conservative or wild and flashy, cars have become a regular status symbol… a trend Ford has taken note of and is now cashing in on.
Major American automaker, Ford, has developed its own personalized line of car wraps for small business owners. Last year, Ford created a website that enabled private drivers to design and create funky car wraps to decorate their Ford cars. Now, Ford has extended the offer to small businesses. Owners of Ford’s Transit Connect truck can create their own custom graphic wraps using various shapes, letters and colors that are available to them online. Or if you’re looking for an even more personalized wrap, upload your own graphics and images! The site offers extensive creative choices and is easy to navigate, even for the novice artist.
Graphics can be added to an entire truck, or just one specific side. The wraps are 3M vinyl and installed by a Ford dealer or a specialist. Costs range from about $100 for a small panel logo to $3,500 for a full vehicle wrap. That seems like a small price to pay to get your product on the road for everyone to see!
If you were anywhere in Columbus’ Arena District today, it would have been impossible to miss. Parked right on Nationwide Blvd in the heart of the district (and conveniently across the street from DOmedia World Headquarters) is a huge GE: ecomagination semi truck carrying a larger-than-life propeller from a wind turbine. The truck and propeller are part of ecomagination, GE’s effort to help “solve the world’s biggest environmental challenges,” according to their site. One of the program’s commitments is to engage the public through creative advertising. So they got their hands on a giant wind propeller, branded it, and are now taking it on the road as part of the “Catch the Wind Tour.”
Aside from its sheer size, the traveling campaign is raising awareness in the mid-west by encouraging people to make a commitment of their own. Written on the side of the propeller is a simple sentence: “I’m helping to build America’s energy future.” By signing their name on the propeller, passersby join the thousands of others already committed to the cause.
GE wasn’t the only company taking advantage of the busy pedestrian superhighway on this gorgeous Friday. Toyota was also in attendance, complete with a wrapped plug-in hybrid car touting an amazing 100+ mpg.
And I can’t forget CD101, parked in front of the arena, handing out free ice cream (now we’re talking)! The picture below shows the Arena District is no stranger to OOH. The four large billboards continuously spotlight the biggest brands, while the main digital screen is a great resource for weather, upcoming concerts at the arena, and much more. And, of course, the reliable Miller Lite clock off to the right.