When advertising imitates life
We’re now one step closer to a living, breathing ad: A monster billboard for Coca-Cola that can respond to the weather, and even to people, was unveiled in London’s Piccadilly Circus early this month.
Measuring an impressive 30 metres (99 feet) wide, the board simply reads ‘Hello London’ in the brand’s staple colours of red and white. But thanks to a state-of-the-art computer system and built-in cameras, the sign is able to respond to weather – when it’s raining, raindrops appear on the screen – and it can even recognize, via its computer, if a person is waving at it from below. Eventually, it will also be able to respond to text messages from mobile phones.
The board is the widest in the world and is three times bigger than a previous ad for the soda giant on the same site.
Chariots of ads
A Segway is not just a Segway anymore: Now you can advertise on them.
What is a Segway, you ask? It’s a chariot-like personal human transporter, and a company out of Mississauga, Ont. is now using them as a new advertising medium. Chariot Media touts the Segway as a ‘trendy and sophisticated marketing tool.’
The chariots use ad ‘skins’ which can be changed in seconds to allow for a variety of marketing messages. As well, the vehicles are equipped with pouches that can accommodate sample packs and flyers. The chariots have already been used to promote Pogo breaded hot dogs, the new Toronto section of the Globe and Mail, and the CIBC Aventura Visa card.
Name that town
Got an innovative brand that needs an innovative medium? How about naming a town after your client?
Media company Buzzmarketing of Media, Pa., is offering up a selection of town naming rights to advertisers who want to publicize a new product launch or branding initiative.
The whole thing started back in 2000, when, in an attempt to cut through the dot-com clutter, the company arranged the renaming of Halfway, Ore., to half.com to publicize the launch of the Web site. In the weeks following the renaming initiative, the stunt was featured in the Wall Street Journal, the New York Times and on the Today show.
Though half.com was later bought by eBay, Mark Hughes, the VP of marketing behind the campaign, has since founded Buzzmarketing, which offers inventive media placements, naming rights and fortune cookie advertising.
Budget rent-an-ad
Like the ubiquitous pine tree car air freshener, dangling rearview mirror ads touting restaurants or bars can be a breath of fresh air for those attempting to reach the weary business traveller.
Encompass Media Group of New York City is now offering clients dangling ad tags with placement in rental cars and trucks across the U.S. The hang tags can be used for branding, as coupons, and are even available for scratch-and-sniff campaigns.
Texas-based Bennigan’s Restaurants has already jumped on board to take advantage of the rental car ad bandwagon.
