Sports Illustrated Swimsuit Model Sucks Giant Straw Hooked Up to Dasani Ad
Jeremy Gutsche — February 12, 2007 — Marketing
References: adrants
In this example of what I am calling "co-billboarding," the Sports Illustrated Model is sucking a giant straw that links her billboard to the Dasani billboard. The campaign is genius execuation from Dasani and probably gets people talking about both ads. Somehow I think it's a better win for Dasani who otherwise receives less eye traffic.
Implications - What is being called "co-billboarding" is something that you don't see very often. Perhaps this is because most billboards are competing with each other to capture people's attention. Although marketing is a competition, using this type of advertising definitely makes both ads stand out more than they would each on their own.
Implications - What is being called "co-billboarding" is something that you don't see very often. Perhaps this is because most billboards are competing with each other to capture people's attention. Although marketing is a competition, using this type of advertising definitely makes both ads stand out more than they would each on their own.
Trend Themes
1. Co-billboarding - Adopting the co-billboarding strategy can help brands increase their visibility by creating unique and attention-grabbing advertising experiences.
2. Collaborative Marketing - Collaborating with other brands through co-billboarding can lead to innovative marketing campaigns that generate more buzz and engagement.
3. Cross-promotion - Cross-promoting with complementary brands via co-billboarding can result in increased exposure for all parties involved.
Industry Implications
1. Advertising - The advertising industry can capitalize on the co-billboarding trend by offering innovative and eye-catching advertising solutions to brands.
2. Outdoor Advertising - The outdoor advertising industry can explore co-billboarding as a disruptive innovation opportunity to enhance the effectiveness of billboards and attract more viewers.
3. Beverage Industry - Beverage companies like Dasani can leverage co-billboarding to create impactful marketing campaigns that differentiate their products from competitors and capture consumers' attention.
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