Tagged 'billboard'

What Evokes Emotion In Three Seconds? A Mental Exercise In Emotional Creativity

Posted by Jessica Doban on July 17th, 2012 at 8:42 am

How can you evoke emotion from someone in just three seconds? It needs to be personal...
After having my eyes opened to the fact that the average billboard receives only three seconds of viewing time, it got me thinking, how can you evoke emotion from someone with only three seconds? 
Naturally, this came to mind while in my car where the most likely interactions to spur emotion arrive from other drivers. It was simple to find three second experiences that sparked my brain. Being cut off, those too close to the bumper of my car, those incapable of using a turn signal. All simple, little aggravations had the ability to tip the emotional scale in my head and imprint my surroundings into my mind. If I were to retell these experiences, I would most likely state where I was located when the occurrence happened.
After I had wracked up a solid list of a thousand things that could anger me within three seconds, I set off on attempting to create a list of experiences that would bring about positive feelings just as easily. Let’s cut to the chase - this is not simple.
In that case, how do you plan for a positive impression in... Read more

'Contagion' Billboard Is Made of Bacteria (Video)

Posted by Rick Mathieson on September 10th, 2011 at 3:19 pm

The marketing team behind a new movie about infectious disease hopes its advertising campaign becomes a viral sensation.
To that end, Warner Bros. is promoting its new Steve Soderbergh movie "Contagion" with a billboard made of bacteria.
I'm not totally sure what the impact is on passersby - probably pretty arresting - but this seems custom built to generate online buzz.
Either way, I suddenly feel the urge wipe down my entire office.
What's your take? Creepy - or a totally en-gross-ing initiative?
Read all about it here.

Video: Forget Those Racy Billboards – Calvin Klein's Showing Off Its QR Codes

Posted by Rick Mathieson on July 14th, 2010 at 2:13 am

Even Calvin Klein's trying QR codes on for size.
The fashion retailer - often dinged for racy billboards - has replaced three of its billboards in NYC and Los Angeles with giant QR codes with the headline "Get It Uncensored."
Snap a photo with your smart phone and you get an exclusive, 40-second commercial featuring models that can then be shared with friends via Facebook and Twitter.
Clearly this is a test - I'm not sure a standard-issue commercial is that compelling as a response deliverable to a QR code - TV can do that. But it points to some exciting possibilities for CK.
Indeed, in my new book, THE ON-DEMAND BRAND, I look at highly interactive experiences that brands like Coca-Cola, Domino's and others are enabling through QR codes and other forms of 2D barcodes.
Still, Calvin Klein may just put them in fashion with a whole new wave of innovative brands.
Read more about CK's billboard QR codes here.

Video: Augmented Reality Billboard Makes Times Square Crowds Part of The Action

Posted by Rick Mathieson on June 26th, 2010 at 5:07 am

Augmented reality is seriously in fashion with this digital billboard for clothing retailer Forever21, from Space150.
The onscreen model on this Time Square billboard shoots images of passersby and even plucks them out of the crowd to make them part of the action. It's not clear how it will help sell clothes, but it does position the brand as cutting edge.
In my new book, THE ON-DEMAND BRAND, I look at how an increasing number of brands are using augmented reality to connect and engage consumes in amazing new ways. This billboard, launched today, is just one example of what is becoming a major trend.
As James Squires, Space150's director of technology, tells FastCompany: "Since it sits above a pedestrianized part of Times Square, we knew there would be big crowds in front of this billboard all day. But people only look at billboards for six seconds on average. We wanted to extend that."
Read more about the initiative, here.
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