Orville Redenbacher's Night Time Billboard Requires Dark to Make Sense
Laura McQuarrie — July 16, 2014 — Marketing
Movies and popcorn go hand in hand, but Orville Redenbacher's night time billboard really shows that one just isn't complete without the other.
During the daytime, the bus stop ad seems to be missing some letters, but if you're an expert at something like the Wheel of Fortune, you can probably piece together that the message is meant to spell out "Beverly Hills Cop." When it gets dark outside, the billboard makes more sense, with the letters of the word "Orville" used to fill in the missing letters of the movie title. It's helpful to see both ads side-by-side in the day and the night, but the ad would be a fun one to try and decode on your own.
During the daytime, the bus stop ad seems to be missing some letters, but if you're an expert at something like the Wheel of Fortune, you can probably piece together that the message is meant to spell out "Beverly Hills Cop." When it gets dark outside, the billboard makes more sense, with the letters of the word "Orville" used to fill in the missing letters of the movie title. It's helpful to see both ads side-by-side in the day and the night, but the ad would be a fun one to try and decode on your own.
Trend Themes
1. Interactive Billboards - Billboards that require engagement from the viewer to reveal the message creates a unique and memorable experience for consumers.
2. Night Time Advertising - Ads that are designed to be viewed in the dark presents an opportunity for companies to leverage a unique aspect of outdoor advertising.
3. Gamification of Advertising - Incorporating a game or puzzle element into ads like the missing letter billboard creates a fun and engaging experience for consumers that increases brand recall.
Industry Implications
1. Outdoor Advertising - Innovative advertising concepts like the Orville Redenbacher night time billboard allows outdoor advertisers to engage viewers with an augmented reality experience.
2. Movie Industry - Using elements of puzzles, augmented reality, and gamification in movie advertising techniques presents an opportunity to create a unique and memorable movie experience.
3. Snack Industry - Incorporating interactive and gamified advertisements for snack products like popcorn creates a memorable experience for consumers that can increase brand loyalty.
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