July - August 2010 Newsletter
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Feature Story
Rules of Engagement
Article by: Kim Ramser, DOmedia Business Development & Industry Relations Guru
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There are two rules to follow when creating engaging out-of-home advertising campaigns. Rule number 1: It doesn’t have to be expensive, and Rule number 2: Make sure it is entertaining. People like to be entertained, and with all of the new products and technology available, the opportunities are endless. Here are some great campaigns that got consumers to interact and become engaged with the creative.
UNICEF
UNICEF wanted to create awareness about the poor drinking water conditions in underdeveloped countries. They worked with Casanova Pendrill to develop a very interesting beverage vending machine campaign. The beverage choices were Malaria, Typhoid, Cholera, Dengue… well, you get the picture. Each beverage cost $1, and when you pushed your “beverage” choice, a bottle of dirty water was dispensed. All of the proceeds went to UNICEF, and the awareness of this international health issue was raised to a new level.
Nike
When Nike decided to engage consumers, they did so by actually having them design a shoe. Teaming up with R/GA and Reuters, Nike used the heavy pedestrian area of Times Square, along with a great digital signage location to engage people on the street. Passersby could change the color, etc. of the shoe on the digital screen by texting to the number on the design.
ESPN
ESPN wanted to bring excitement around Monday Night Football, so they incorporated Nintendo Wii technology into their digital display. Teaming with Monster Media, MacDonald Media and Wieden & Kennedy, they created an interactive window display. Those who saw the display could take a quick break from whatever they were doing to virtually catch a football with some of the biggest names in the NFL. What a perfect way to tie into the excitement of football season!
Campaigns can engage consumers without using high tech in high-cost locations. A little creative ingenuity can go along way when getting them involved. Customers don’t mind taking the extra step to participate. They will go to a website or try to decipher an entertaining message. The point is to entertain—a campaign can do that without being cost-prohibitive.
Here are some great low-tech campaigns using more traditional types of media:
James Ready Beer
When James Ready wanted to show appreciation to their local beer drinkers, they worked with Leo Burnett-Toronto to implement the “Share Our Billboard” campaign. The billboard served as a call to action for consumers to go to the James Ready website and post pictures of themselves. The best pictures were then posted into the billboard copy, showing how much local beer drinkers love James Ready Beer. This was a great low-tech campaign using regular poster panels, and they built loyalty by posting local people having fun with their brand.
Economist Campaign
This OBIE award-winning Economist campaign by BBDO-NY got consumers involved in a game of Twister® using floor graphics. Each spot had a word in it. And who could resist a game of Twister? This was another great low-tech campaign that would be very cost-effective. The excitement is in the standard, easily recognizable design.
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Starbucks
This campaign was a Station Domination installation at the Port Authority by BBDO-NY. The name of the campaign was Port Authority Stream of Consciousness. Each panel throughout the venue on one side of the wall had different images or words, creating a conversation with the morning commuter passing through. And the best part: this execution lead the consumer to a Starbucks located at the end of the station.
Engaging your customer into your creative design by getting them involved creates awareness, loyalty and excitement about your brand. You don’t have to spend a lot of money or find high-profile locations. Customers will play, react, and read. They enjoy something different during their normal course of commuting, running errands, etc. Give them something to “wow” about. For more ways to incorporate technology into your campaign, visit our Tech Spotlight in the Resources library. While you’re there, check out our Case Studies section for even more examples of great campaigns.
Product Spotlight
Sports Stadium / Arena Media
Reaching the active sports-minded consumer is easy with sports stadium/arena media. Depending on the market, time of year and placement, you can build a targeted campaign to reach college students or high-income attendees. Demographic factors can vary from team to team, even in the league. Many advertising opportunities exist to reach spectators, including scoreboards, turnstiles, concession containers, restroom signage, digital ribbons, dasher boards, in-field signage, lobby pillars, and coupons on the backs of tickets—the options are limitless. Sometimes they are sport-specific opportunities, such as Zamboni machines at hockey games.
Benefits of the Medium
Stadiums and arenas have a captive audience of spectators for several hours during a game. Another benefit is the frequency in which you can reach a spectator. There are many touch points during the game, whether they are getting something to eat, watching the game or visiting the restroom.
Sports fans are loyal, so associating an advertiser with their favorite team can be a big benefit for a brand. Also, if a brand doesn’t have a big budget to advertise in a major stadium, there are plenty of opportunities to advertise in smaller stadiums, such as College Division II Stadiums. These stadiums can be found in larger DMAs, as well as the smaller markets.
How It is Used
Advertisers can target different demographic segments by choosing specific stadiums, sports or teams. Leagues, sports and teams can have vastly different demographic make-ups. For instance, the Washington Mystics (WNBA team) tends to draw decision-makers between the ages of 25 and 54, while the Utah Starzz (WNBA team) draws grandmothers.
According to Scarborough, Major League Baseball spectators consist of males (60%) and higher income attendees (61% have HHI of $50K or higher and 25% make a HHI of $100K+). According to the Major Indoor Soccer League (MISL), if you want to reach a family-oriented crowd, advertise in their stadiums. They draw crowds who typically come to the games with their families (78% come in family groups).
Depending on the level of advertising bought, exclusivity may be available. Some buys can be seasonal, but other stadiums or teams may require yearly contracts where the ad messages will be seen by attendees of other events held at the venue throughout the year. There may be other promotional opportunities available like kids camps on the weekends and participation in activities taking place at half time or between innings.
Many advertising categories work well in stadiums and arenas. Every category from fast food and athletic wear to insurance has used sport venue media successfully.
How It is Measured
Sports venue impressions are measured using attendance. Sometimes television ratings can be incorporated to estimate when the advertising opportunities are also seen on television.
Markets Available
Most markets in the U.S. have advertising opportunities available in sports venues. Smaller markets may have offerings in high school, smaller college and semi-pro team venues that can be very cost-effective. Larger markets will have both professional and college stadium and arena media.
New Technology
Most large stadiums have digital opportunities available on scoreboards and ribbons. Some sports venues have interactive kiosk advertising options available.
Who Provide the Products
(Our list of media providers is constantly growing so check back frequently for more companies.)
Download the full report as a PDF »
Sources:
Prentice, Kathy (2002). Get your kicks on the soccer field. Media Life Magazine. Retrieved from http://www.medialifemagazine.com/news2002/nov02/nov11/2_tues/news5tu esday.html
Prentice, Kathy (2002). Your message where women play basketball. Media Life Magazine. Retrieved from http://www.medialifemagazine.com/news2002/jan02/jan28/1_mon /news5monday.html
Vasquez, Diego (2010). Your client at small football games. Media Life Magazine. Retrieved from http://www.medialifemagazine.com/artman2/publish/Out_of_Home_19/Your-client-at-small-college-football-games.asp
Major Indoor Soccer League
Women's National Basketball Association
Scarborough Research
Company Spotlight
Entry Media's Entry Domination with Turnstile Advertising
Reach and Influence Targeted Consumers in High-Traffic Venues
Looking for a way to make your message dominate high-traffic areas? With all the hustle and bustle, the sounds and the excitement, ads can sometimes get lost in the crowd. So what better way for consumers to notice your message than to run right into it… literally?! With Entry Media’s Turnstile Advertising with Turnstile AdSleeve® Armcovers, consumers actually reach out to grab your ad every time they enter the subway station, pro sports and college venue, concert venue, state fair, amusement park, corporate office, golf tournament, or other high traffic venue.
Think about it: you’re walking into the football stadium of your favorite team. You hand your ticket to the person working the entrance, then automatically look down to the turnstile as you walk through it. Just like you, most consumers’ eyes are already focused on the turnstile. So why not take advantage of this space with a colorful ad, sure to grab the attention of everyone passing through? And we do mean everyone: each year, billions of consumers around the world line up and pass through turnstiles in these high-traffic venues.
So just how effective is the Turnstile AdSleeve® Armcover? The most recent market study reported a whopping 67% of respondents recalled the turnstile ads—the highest recall rate of any other facility advertising signage! And with AdSleeve®, measuring impressions is simple with each click of the turnstile arm. Plus, Entry Media sells their Turnstile AdSleeve® signage on an exclusive basis, providing Entry Domination to brands who want to reach customers where their competitors cannot.
Want to make an even bigger splash? Entry Domination Campaigns can be secured at multiple venues with just one media buy. So, for example, if you want to own the entry points to five NFL venues or ten minor league baseball ballparks or six collegiate venues, you can secure your campaign with just one media buy directly through Entry Media. Alternatively, you can go directly through the teams and purchase each venue separately.
Turnstile AdSleeve® Armcovers provide a perfect tie-in with other promotional efforts such as having an Entry Domination Team hand out samples, coupons and information, Branded Fan bags on venue seats with measurable FSI's, promotional items, a sports team attendance sponsorship, floor graphics, having ticket takers wear a logo’d shirt, cap or button, and much more. Trying to reach commuters? Through Entry Media’s partnership with CBS Outdoor, you can pair turnstile ads with other subway advertising mediums to achieve the most effective Station Domination in the New York City Subway Station (for more information, contact Kenny Pober at CBS Outdoor: 212.297.6415 or kenny.pober@cbsoutdoor.com).
Many companies are taking advantage of the Turnstile AdSleeve® Armcovers. Here’s what some of them have to say:
"We are very pleased to work with Entry Media to position our client's message in such a unique place. We could not have found a more perfect placement than a turnstile. And the fact that the first message millions of consumers entering a venue will see AND touch is our client's brand is extremely valuable."
- Chris DeVito, Partner/Creative Directory, DeVito Fitterman
"Securing the Entry Points to Fenway Park with the Turnstile AdSleeve® signage has been very effective for U.S. pavement. We have built our company around offering a superior product and service that stands out from the rest and Entry Media's Turnstile Ad signage allows us to convey this message to the over 3 million Red Sox fans in a manner that certainly stands out from the rest."
- Mike Musto, President, U.S. Pavement Services Inc.
"Entry Media's Turnstile AdSleeve® signage has been a very effective ad medium for our client as part of their summer amusement park promotion. It has allowed us to literally touch every park visitor with our client's brand message."
- Christina Genda, Production Manager, Escalate
"Our relationship with Entry Media enables us to provide impactful presence for Kozy Shack as fans enter Citi Field."
- Paul Asencio, Senior Vice President, Corporate Sales & Partnerships, New York Mets
"Our client has been very happy with the new Turnstile Advertising secured through Entry Media. Martin Hering is a true professional and will do whatever it takes to deliver the best possible exposure for the advertiser and the best possible experience for the property. We look forward to having Entry Media's Entry Domination as part of the Fenway Park landscape for years to come."
- Joe Januszewski, Senior Vice President, Boston Red Sox
In addition to the Boston Red Sox’s Fenway Park, New York Mets’ Citi Field, Chicago Bears' Soldier Field, Houston Texans' Reliant Park and the more than 100 other venues utilizing Turnstile AdSleeves®, Entry Media sponsors are also running promotions through the New York City Subway locations, and numerous amusement parks nationwide as part of a summertime campaign.
Interested in using Entry Media’s Turnstile Advertising for your next campaign?
Ad space can be secured directly with sports teams and venues as well as through Entry Media. Space can be reserved for short term promotions as well as long term campaigns. There are literally hundreds of available locations—wherever large numbers of consumers and turnstiles are located! Here are just a few examples:
- Subway Stations such as the New York City Transit System (call CBSOutdoor New York at 212.297.6415), New York City PATH Rail System (contact Stacy Kodak at JCDecaux at 212.614.0990), Chicago Transit System, Philadelphia Transit System
- NFL Stadiums for teams such as the Washington Redskins, Seattle Seahawks, New Orleans Saints, Cleveland Browns, Cincinnati Bengals, St. Louis Rams, Detroit Lions, Baltimore Ravens, Buffalo Bills
- NBA Arenas including Madison Square Garden and for teams such as the Portland Trailblazers, Chicago Bulls
- NHL Venues for teams such as the St. Louis Blues, New York Islanders, Carolina Hurricanes, Chicago Blackhawks
- MLB Ballparks for teams such as the Cleveland Indians, Detroit Tigers, New York Yankees, Baltimore Orioles, San Francisco Giants
- College Team Venues such as the Rose Bowl and for such schools as the University of Utah, Syracuse University, Rutgers University
- Amusement Parks such as Six Flags Amusement Parks
Click here to learn more about Entry Media's Turnstile Advertising or call them at 407.678.4446, email at info@entrymedia.com, or call high traffic venues directly.
Click here to see all of Entry Media's listings »
Creative Corner
Dinosaurs... Alive!
If you’re a bus commuter in the Calgary area, you might find one of your local bus shelters is, well… not quite up to par. You arrive to a scene of shattered glass, a broken metal bench, and the steal support apparatus completely ripped from the remaining structure. Strangely, the only clue at the scene of the crime is a pair of extra large, oddly shaped footprints. Next to those flutters a ripped poster with the headline, “Dinosaurs Alive. More Real. More Scary.” It’s almost as if the culprit stopped to read the poster before running off. Hold that thought. Did it say “dinosaurs”? Last we checked, they were extinct.
Coincidently, that’s exactly what happened… almost. Looking for a platform to launch their “Dinosaurs Alive” exhibit, the Calgary Zoo and its agency, CD Trigger, found a solution. "We asked ourselves: If dinosaurs did come to life and roam the streets, what would they do? The answer: Wreck stuff," says Patrick Doyle, creative director at CD Trigger. An earlier car crash had wrecked the shelter, so the agency only had to print off a poster and rearrange some broken glass to add the dinosaur footprints.
"The campaign overall has created a lot of buzz, and overall zoo turnstile has been up 5 percent since the campaign broke," Doyle says. "This execution may have only been seen by a few hundred Calgarians, but these would definitely be described as 'quality impressions.'"
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