Experiential Out-of-Home Advertising
A number of brands are engaging consumers with high-tech, interactive outdoor campaigns this year. Here, we highlight three recent examples that offered unique experiences for local consumers while providing shareable content and buzz for brands' social media channels.
- US sportswear brand Reebok packed an outdoor display case with its latest sports shoes as well as speed-tracking technology in Stockholm last month. Anyone who ran past the ad faster than 17km/h unlocked a pair of Reebok's new ZPump 2.0s for themselves.
- US cookie brand Oreo transformed an empty garage on New York City's 18th Street into an automated 'Wonder Vault' in February, dispensing new flavours to inquisitive passers-by who pulled the lever behind the cookie-shaped door.
- Meanwhile, German car brand Smart challenged volunteers to take "the most radically open test drive" in its new Smart ForTwo convertible last month. Drivers were hooked up to a lie detector inside the vehicle while their passengers asked probing questions. Any fibs detected caused the sunroof to close automatically, ending the ride.
The Interactive Advertising Bureau found that one in four people use their mobile devices to follow up on something they've seen on out-of-home media. However, by 2020, around 9.7 billion displays worldwide will serve up 5,000 daily ad views per urban-dwelling person (Max Planck Institute, 2016). Brands need to figure out how to emerge from the masses.