A Billboard Selling a Single Cheestring Went Up at Yonge-Dundas Square
Grace Mahas — August 12, 2022 — Marketing
References: youtube
Black Diamon recently enlisted the Borken Heart Love Affair, a Toronto-based agency, to launch a unique -- and superfluous -- marketing stunt. The brand launched a giant billboard selling a single Cheestring at Toronto’s Yonge-Dundas Square.
The ad read: "FOR TRADE: One Cheestring. Accepting trades for one Cheestring. Marble flavor. Still in original packaging. No lowballs. I know what I have. 647-407-0938." In the three days the billboard has been live, over 1,000 offers have been submitted, including two Persian cats, a broken lawnmower, Shaquille O’Neal Rookie Cards, someone’s pregnant girlfriend, a golden gorilla statue, and a yacht.
It revolves around the insight that every Cheestring peel "brings out the kid in everyone," and it is an enduring tradition among children and adults alike to trade lunchtime snacks. “We all remember trading snacks like Cheestrings at school when we were kids,” says Jordan Hamer, Creative Director, Broken Heart Love Affair. “We wanted the billboard stunt to help adults remember their fun side.”
The ad read: "FOR TRADE: One Cheestring. Accepting trades for one Cheestring. Marble flavor. Still in original packaging. No lowballs. I know what I have. 647-407-0938." In the three days the billboard has been live, over 1,000 offers have been submitted, including two Persian cats, a broken lawnmower, Shaquille O’Neal Rookie Cards, someone’s pregnant girlfriend, a golden gorilla statue, and a yacht.
It revolves around the insight that every Cheestring peel "brings out the kid in everyone," and it is an enduring tradition among children and adults alike to trade lunchtime snacks. “We all remember trading snacks like Cheestrings at school when we were kids,” says Jordan Hamer, Creative Director, Broken Heart Love Affair. “We wanted the billboard stunt to help adults remember their fun side.”
Trend Themes
1. Nostalgic Marketing - Brands are leveraging nostalgia to create unique marketing stunts that resonate with consumers of all ages.
2. Trade-based Advertising - Advertising that centers around the idea of trading items is sparking consumer interest and creating viral campaigns in the process.
3. Interactive Billboards - Creative use of billboards and out-of-home advertising through interactive experiences is capturing consumer attention in new ways.
Industry Implications
1. Food and Beverage - Food and beverage brands can leverage nostalgia to create unique marketing campaigns and drive engagement with consumers.
2. Advertising - Advertising agencies can develop trade-based campaigns that resonate with consumers and generate viral buzz.
3. Out-of-home Advertising - Out-of-home advertising companies can capitalize on the trend of interactive billboards to create compelling experiences for consumers.
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