Unless you regularly tread the boards on Broadway; are the new face of a fashion house, fragrance, or TV show; or feature on the film poster of your latest silver screen production, it's unlikely that you'll ever have your name (far less likely your mug shot) up in lights in Times Square. Until now.
A buddy of mine returned from NYC last week after a family wedding and a spot of retail therapy. Greeting me from my inbox the next morning was this pic - and it got me thinking about the more creative use of branded content.
The idea, from US retailer American Eagle is innovative yet simple. A creative execution with the primary objective of promoting the new flagship store at 46th and Broadway, customers can get their image, a quote and their name projected on a huge billboard right above the shop.
It's a popular promotion that taps in to our growing use of social media and desire to share moments and events. Sent as an MMS or emailed to friends, family and colleagues; posted as a profile picture on Facebook (where the average user has 130 friends); or tweeted to countless followers, the American Eagle billboard begins to reach a far wider audience than just the crowd of New Yorkers and tourists in Times Square.
It feels 'personal' for every customer, provides a lasting memory of an unforgettable experience in an instantly recognisable location and convey's a positive message about the brand.
For each customer's 15 seconds of fame countless minutes of branded content are viewed globally. The customer, in sharing their picture with friends, effectively endorses the American Eagle brand and steps in to the realm of brand advocate. And that's not bad going for a 15 second ad spot.
Great blog and very interesting technique. How could this be used by companies with smaller budgets? Is there a similiar low budget budget tool.
Posted by: Gajwatts | 05/25/2010 at 03:07 PM
Another interest advertising concept that you have made me aware of Russ.
Would be interesting to find out how many people like yourself have blogged about it too or sent the photo on to other people too.
Its certainly a very viral based marketing stunt thats becoming very popular and is being budgeted for more and more in big companies. The viral marketing budget behind the release of Batman: The Dark Knight in 2008 (http://thedarkknight.warnerbros.com/dvdsite/) was phenomenal for the US and another tv advert by http://pepsi.com/ for the world cup that has now been posted all over the internet too: http://www.youtube.com/watch?v=L7PFOs3d5Gw&feature=player_embedded#!
Certainly would be interested to hear more ideas like Guy mentioned on how smaller companies can use these techniques effectively
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