J. Walter Thompson and Mindshare ad agencies partnered with Kit Kat to imagine and install interactive bus stop ads that would not only simulate interest visually but also in a tactile way.
The reactive billboards had sensors and machines within that vibrated when leaned on. 20 of such ads were set up around Bogota, the capital of Columbia. People simply leaned on the billboard and the little motors inside would vibrate on their upper and lower backs.
The publicity stunt generated more interest and integrated nicely with the brand's "Have a Break" slogan. By giving people waiting for the bus a chance to relax and have a quick rub, the interactive camopaign generated interest and appreciation around the chocolate brand. In order to make the massaging bus stop ads easy to find, each one was geolocated with Google, Twitter and Facebook.
Vibrating Massage Billboards
Kit Kat's Responsive Bus Stop Ads Massage People When Leaned On
Trend Themes
1. Interactive Advertising - Developing ads that engage consumers through interactive elements, such as tactile feedback, can generate increased interest and brand appreciation.
2. Experiential Marketing - Creating unique and memorable experiences for consumers, like the vibrating massage billboards, can leave a lasting impression and generate positive brand associations.
3. Location-based Marketing - Using geolocation technology and social media platforms to promote and distribute interactive advertising can increase visibility and enhance consumer engagement.
Industry Implications
1. Advertising - Incorporating interactive elements into traditional advertising campaigns can help brands stand out and capture consumer attention in a crowded marketplace.
2. Consumer Goods - Integrating experiential marketing tactics, such as massage billboards, can create a unique and engaging connection between consumers and products.
3. Digital Marketing - Leveraging location-based marketing strategies can optimize the reach and effectiveness of interactive advertising campaigns, enhancing brand visibility and consumer engagement.