Spectacular Out Of Home Opportunities Optimize Success Or Confusion

With the further development of Out-Of-Home (OOH) advertising due to technology and placement advances, there are certainly some eye-opening executions popping up in malls and on roadways.  The thing is, they don’t always make sense – even if they are being leveraged in the best way.  In the past few weeks, we’ve seen some interesting executions pop-up in relation to some entertainment properties coming out his week and one that come out in a few months.  All of it points to opportunities optimized and missed – and not all of those are based on sound creative.

ProjectX brought Twitter into their digital billboard ads, and while they came up with a reasonable “cheat” solution for not having real live feeds in those billboards, the rollout added to confusion.  Their cheat is that they have booked numerous panels in a cycle so that, while a viewer is at a light, they might see it two times with different Tweets at the top of the feed.  One problem I had was that the first ProjectX billboards only showed the Twitter feed box that is showing  in the first example.  Obviously, at the time, it did not have the “3 Days” call-out.  With no clear dating shown, it made it seem that the movie was already out as the Tweets were in past-tense.  It wasn’t until this week that they started showing the anticipatory tweets along with the release countdown.  I do look forward to a time when you can actually have a live feed – I’m sure the Warner Bros. marketing team felt the same way.

The images below are related to the introduction of future-tense Tweets.

Universal is releasing THE LORAX on Friday and their OOH has been as varied and head-shake inducing as you would expect from a Dr. Seuss-inspired film.  The top image is the facade wrapping for the cinemas at Universal Citywalk.  It conveys the required wonderment for the story in a scale that works perfectly.

Where they get a little wonky is in the standees placed in front of the box-office (please excuse my equally wonky image.)  It’s great that they allow the public to interact with and take their own pictures as part of the film’s iconic image and character.  But, I don’t understand why they would design it so that the entire head fits in the hole instead of just the nose and above.  They should have done a better job of incorporating into the actual character design rather than looking like a bizarre Amish Lorax…

In addition to the standard billboards, Universal did both a Digital Billboard and a three-dimensional one.  It’s too bad they didn’t do anything to animate either one.  Even if they could have just moved the eyes a little bit on the digital one, that would have been nice, though I don’t know if it was possible on the digital billboard.  I do think it was a huge missed opportunity on the Sunset Strip-placed billboard shown below that had three dimension element.  I really wanted to either see automation that moves the eyes or the sides of the moustache to bring it to life.  Even if they had used the technique employed by Disney in their Haunted Mansions with a concave (or negative) build of the eyes to give the effect that it’s following you.

Even though THE DICTATOR doesn’t come out until May 11th, bus shelters and this huge billboard below have been popping up all over Los Angeles.  They all have little to no explanation of what the images of Sacha Baron Cohen’s character is related to, but they are great teaser posters.  The one below is on La Brea Avenue (a major North-South artery in Los Angeles) and it is huge – the image doesn’t really do justice to how much it stands out.  Of course, the void from fact that they don’t clearly state the movie information is negated by the television and video support for the title.  First, there was the Super Bowl tease trailer and then, at the Oscars, there was the hugely popular video of Cohen’s altercation with Ryan Seacrest on the red carpet.  The video that E! placed on YouTube a few days ago has already garnered close to 7 million plays.

Lastly – and related to the Oscars, Jimmy Kimmel always has a great show directly following the award telecast.  This year, they even placed raw postings around town to tease this year’s long-form video – the latest in the annual string of huge videos created for his post-Oscars show.  The interesting thing is that it was very unclear what the posters were about.  Even knowing that it was related to Kimmel, I did a search of M:TM prior to the show and found nothing.  I searched for M:TM and Jimmy Kimmel and found little more – and was still confused.  It was only after the show aired and the video was posted that I was able to figure out that it was about their trailer for Movie: The Movie.  I guess they figured it would be all good for the re-airing in Prime-Time tonight.  For the general cost it took to execute this campaign, it seems like the penetration and awareness were not the highest among Kimmel and ABC’s marketers.

Here’s the actual star-studded trailer of Movie: The Movie

This very clearly was a small spattering of OOH executions for entertainment properties and, even though we are just beginning to see what digital executions are providing, there is still a long way to go.  The point of real interest is that it doesn’t matter how cool the technology is or how simple (or old-school) it is. Without proper thought and execution behind it the best case scenario behind a fail is that it is not noticed.  The worst is that it can cause confusion.

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