Today, it is not enough to put up a billboard or a sign. You must make it pic-worthy. Giving people a photo-op is a great way to engage people in meaningful and sharable ways.
In Las Vegas, the Fashion Mall has an area dedicated to selfies. The “selfie cubes” were busy, even in the middle of the day.
Suja juice used a billboard with kale wings to encourage people to take selfies with their billboard, but also rewarded people for the effort (if encouraging people to eat more vegetables was not enough). For every 10 #KaleWings photos, Suja had TreePeople plant a tree in the LA area where the campaign was administered. You get a cool message experience and a chance to make the world a little better. Not bad for a day’s marketing.
Immersion, engagement, relevancy are all words marketers like to throw around, but until you actually find a moment when the marketing melds the experience with the message so it’s a win-win, you don’t have true engagement.
Photo from Twitter.com #KaleWings.