Heineken Light's 'Occasionally Perfect' Billboard Literally Rocks
Milla Kiss — September 7, 2011 — Marketing
References: wk & actionpacked.posterous
An advertising board with beer on it is pretty common, especially in New York City, even if it claims to become an 'Occasionally Perfect Billboard.'
However, Heineken Light's 'Occasionally Perfect Billboard' does have something unique to offer. It occasionally transforms into a rock concert stage, like it did on the 17th August 2011, on Lafayette and Great Jones. The performance of the indie band 'TV on the Radio,' announced to fans via Twitter and Facebook, attracted crowds and soon grew into a street party -- a perfect mid-summer New York moment in the name of Rock, spontaneity and togetherness.
The Heineken Light's 'Occasionally Perfect Billboard' and concert gig was created and organized by Wieden+Kennedy New York and is part of an integrated campaign.
According to insiders more billboard-stage transformations are on the way, in NYC and other U.S. locations, with further surprise rock performances.
Hmm, the Ed Sullivan Theatre's roof might have just gotten a landmark NYC stage-rival!
However, Heineken Light's 'Occasionally Perfect Billboard' does have something unique to offer. It occasionally transforms into a rock concert stage, like it did on the 17th August 2011, on Lafayette and Great Jones. The performance of the indie band 'TV on the Radio,' announced to fans via Twitter and Facebook, attracted crowds and soon grew into a street party -- a perfect mid-summer New York moment in the name of Rock, spontaneity and togetherness.
The Heineken Light's 'Occasionally Perfect Billboard' and concert gig was created and organized by Wieden+Kennedy New York and is part of an integrated campaign.
According to insiders more billboard-stage transformations are on the way, in NYC and other U.S. locations, with further surprise rock performances.
Hmm, the Ed Sullivan Theatre's roof might have just gotten a landmark NYC stage-rival!
Trend Themes
1. Interactive Billboards - Opportunity to create billboards that engage and entertain consumers by transforming into interactive experiences like concert stages.
2. Surprise Performances - Opportunity to surprise and delight consumers with unexpected live performances in public spaces, creating memorable experiences and generating buzz.
3. Integrated Advertising Campaigns - Opportunity to develop integrated advertising campaigns that utilize various channels to create a cohesive and impactful brand narrative.
Industry Implications
1. Advertising - Disruptive innovation opportunity for advertising agencies to create engaging and interactive billboards that captivate audiences.
2. Entertainment - Opportunity for the entertainment industry to collaborate with brands to host surprise performances in unique venues, creating memorable experiences for fans.
3. Event Management - Opportunity for event management companies to curate and organize integrated advertising campaigns that include surprise performances and interactive billboards.
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