The CBS Person of Interest Interactive Billboards are Borderline Creepy
Susan Keefe — September 14, 2011 — Marketing
References: cbs & online.wsj
The popularity of interactive billboards continues to rise as CBS launches an interactive promotion campaign to promote its new drama labeled Person of Interest, set to premiere later this fall. The show has been pegged as the network's next big thing, and with heavy-hitters like J.J. Abrams (Lost) and Jonathan Nolan (Dark Knight) working in the wings, it's not hard to see why. Hoping that the show will be a home run, CBS has pieced together a revolutionary, and slightly creepy, ad campaign.
The Person of Interest interactive billboards are disguised as mirrors that spring to life when approached by a pedestrian. The billboard notifies the observer that they are indeed a person of interest. The person's photo is then taken and displayed on the screen along with a phone number and an identification number. The participant is encouraged to text their identification number to the provided contact info. If they comply, they are then given the opportunity to access a classified file and post their photo to Facebook or Twitter. In addition to these privacy-invading billboards, people who have liked the Person of Interest fan page on Facebook can retrieve a personalized dossier that collects your friends specs, photos and posts from within the website.
This campaign may have information-shy citizens running for the hills, but to the average social-media junky these interactive billboards are the very best kind of advertising.
The Person of Interest interactive billboards are disguised as mirrors that spring to life when approached by a pedestrian. The billboard notifies the observer that they are indeed a person of interest. The person's photo is then taken and displayed on the screen along with a phone number and an identification number. The participant is encouraged to text their identification number to the provided contact info. If they comply, they are then given the opportunity to access a classified file and post their photo to Facebook or Twitter. In addition to these privacy-invading billboards, people who have liked the Person of Interest fan page on Facebook can retrieve a personalized dossier that collects your friends specs, photos and posts from within the website.
This campaign may have information-shy citizens running for the hills, but to the average social-media junky these interactive billboards are the very best kind of advertising.
Trend Themes
1. Interactive Billboards - The rise in popularity of interactive billboards presents an opportunity for advertisers to engage with consumers in innovative and immersive ways.
2. Privacy Invasion - The use of personalized dossiers and privacy-invading billboards highlights the growing concern over privacy and the need for businesses to find a balance between targeted advertising and respecting customer privacy.
3. Social Media Integration - The integration of social media platforms like Facebook and Twitter in interactive advertising campaigns opens up new avenues for brands to connect with consumers and create viral buzz.
Industry Implications
1. Advertising - The advent of interactive billboards and privacy-invading campaigns presents an opportunity for advertising agencies to create disruptive and engaging experiences for brands.
2. Technology - The development of innovative technologies to power interactive billboards and analyze consumer data from social media platforms creates new opportunities for technology companies looking to capitalize on the growing trend of personalized advertising.
3. Data Analytics - The collection and analysis of consumer data from personalized advertising campaigns requires advanced data analytics solutions, offering an opportunity for data analytics companies to provide valuable insights to businesses.
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