The ICE&FIRE; Interactive Drink Ad Calls for Social Media
Laura McQuarrie — September 9, 2014 — Marketing
References: becherovka & adeevee
In order to promote the ICE&FIRE; Jan Becher drink as one that delivers heat and cool, an interactive billboard drink ad was set up. A billboard that spews both fog and flames is something that people can't help but look at, but this billboard called for an extra level of participation.
In order to get the billboard going, Jan Becher required people to either tweet from their smartphones with the #IceAndFireCZ tag, or simply click the like button on Facebook while a live stream of the billboard was running. As a result, the people-powered billboard was constantly spitting out bursts of flame and clouds of fog, making this interactive billboard one that was absolutely impossible for people passing by to ignore.
In order to get the billboard going, Jan Becher required people to either tweet from their smartphones with the #IceAndFireCZ tag, or simply click the like button on Facebook while a live stream of the billboard was running. As a result, the people-powered billboard was constantly spitting out bursts of flame and clouds of fog, making this interactive billboard one that was absolutely impossible for people passing by to ignore.
Trend Themes
1. Interactive Billboards - There is a growing trend of interactive billboards that engage audiences and encourage participation.
2. Social Media Integration - The integration of social media into advertising campaigns is becoming increasingly prevalent.
3. Sensory Marketing - Using sensory elements like fog and flames in advertising is gaining popularity.
Industry Implications
1. Advertising - The advertising industry can explore innovative ways to create interactive billboards that capture attention and drive engagement.
2. Social Media - Social media platforms can continue to develop features and integrations that enhance the interaction between offline and online experiences.
3. Event Management - Event management companies can incorporate sensory marketing techniques to create memorable and impactful experiences for attendees.
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