Getting lots of eyeballs onto your billboard is, of course, a top priority for any marketer utilizing OOH advertising, but what if your next billboard campaign could be more than that?
What if you could create a level of interactivity that caused people to actively seek out your billboards, turning them into a destination in their own right? How powerful would that be?
The answer to that last question is: Extremely powerful, as the ad agency “Extra Credit Projects” and Gerald R. Ford International Airport recently discovered.
Recently, the international airport in question launched a brilliant ad campaign that saw a number of billboards placed at various locations around the airport. The ad agency turned it into a kind of game.
“Players” could scour the city looking for billboards that listed nonstop destinations. The idea being, you hunted for airport billboards and took a photo of each nonstop destination you could find. The more you found, the more points you earned, with prizes offered along the way and a grand prize drawing for those who found all of the nonstop flight destination billboards.
This saw people all over Grand Rapids, MI actively seeking out the airport’s billboards and talking about their findings on a wide range of social media channels, reaching far more people than a local billboard campaign otherwise would have. It was an absolutely inspired ad campaign that’s still being talked about online today.
The beauty of it is, it doesn’t matter what business you’re in, or what product or service you’re selling. Literally anyone can “gamify” their billboards and create more active engagement around them.
If you’re not already designing your next OOH advertising campaign, it probably won’t be long before you start. Whatever shape and direction it ultimately does takes, do yourself a favor and at least consider adding some type of gamification mechanism to it. We can help! Call us at 770-391-8528.