Wi-Fi Posters Bring The World’s Oldest Medium Into The Digital Era

With conventional poster campaigns becoming less and less likely to grab the attention of young moviegoers, South Korean film distributor CJE brought the world’s oldest ad medium into the smartphone era, by creating so-called ‘movie posters 2.0’: Wi-Fi Posters.

Wi-Fi Posters Bring The Oldest Medium Into The Digital Era

Traditional posters are transformed into wireless hotspots via technology embedded in or behind the billboard. This is automatically activated once a user nears the hotspot, prompting them to connect to the Wi-Fi network with the name of the movie being promoted. Once connected, the user can watch the movie trailer in HD, interact with other free content, and even buy tickets to the show itself.

During the campaign’s run, the movie’s main site saw a huge increase in traffic from wireless users, who stayed on the site five times longer than average. Ticket sales also recorded a significant uplift.

ONE SCREEN TO RULE THEM ALL

In 2013, mobile phones will overtake PCs as the most common Web access device. Increasingly many aspects of people’s virtual and physical lives can be controlled by mobile phone – effect-ively making it a “remote control” for life

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Vending machine billboard offers free shirts for tweets

A recent campaign in India for fashion brand Allen Solly saw a large billboard kitted out with 60 shirts and a mechanism that pushed each one forward a small amount every time people around the billboard tweeted the hashtag ‘#RainingSolly’. A large screen displayed their tweets, and the user who tweeted at the moment a shirt dropped could collect it for free.
Vending machine billboard offers free shirts for tweets

Brand mentions on social networks for free goods have already been leveraged by several other brands:

South African brand BOS Ice Tea created a Twitter powered vending machine in Cape Town, where a tweet with the hashtag #bostweet4t dispensed a free sample of BOS tea.

At a London pop-up store, Kellogg’s turned social media chatter into currency by allowing customers to pay for Special K Cracker Crisps (valued at $1) with a tweet of #tweetshop.

VIRTUAL TO ACTUAL

With the advent of always-on, ubiquitous internet access, and digitization, our actual and virtual lives are starting to blend into one.

ALTERNATE BRAND CURRENCIES

Increasingly brands are offering rewards for specified consumer actions such as Tweeting, or Liking. Adding novelty to the traditional value exchange can prompt consumers to think about the brand in a new way or make their encounter more memorable.

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Advertising Billboard provides Fresh Drinking Water

In Lima, Peru, the University of Engineering and Technology has teamed up with a media owner to create a billboard that captures moisture from the air and converts it into filtered drinking water.

Advertising Billboard provides Fresh Drinking Water

Lima is set in Peru’s coastal desert which receives almost no rainfall every year, causing a chronic shortage of potable water. Air humidity, on the other hand, hovers around 98 percent.

The water billboard – on the Pan-Am Highway – includes an air filter, condenser, carbon filter and tank. It captures 9,450 liters every three months, enough water for hundreds of families.

UTEC wanted to solve a real societal problem but also to inspire young applicants to its engineering program – and applications to UTEC have gone up 28 percent this year.

BRAND UTILITY

Rather than just interrupting consumers’ lives, brands are increasingly looking to provide useful services or applications that give people something they actually need – without demanding an immediate return.

For the same budget and energy expended on traditional advertising, many brands are instead creating things that are more tangible, useful and reusable, and that play a more integral part in the consumer’s life.

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