This Playful Subway Advertising Stunt Turns Commuters into Builders
Laura McQuarrie — January 29, 2016 — Marketing
References: dragonquest.jp & japantrends
This subway advertising stunt was set up in Shinjuku Station as a way to promote the newest Dragon Quest Builders game.
About a year earlier, Dragon Quest took over the station to install an interactive billboard that featured more than 100,000 pieces of poppable bubble wrap. Like the advertisement that came before it, this new one features characters made of small building blocks. In total, more than 180,000 blocks were used in the construction of the 80-meter wall installation.
Rather than just being an interesting installation for commuters to look at in passing, the artful wall piece is interactive. Passersby are invited to remove the blocks and take them home. Some blocks even feature QR codes that allow consumers to take away special content from the game. Once enough blocks have been removed, the mural will reveal a new poster underneath the existing display.
About a year earlier, Dragon Quest took over the station to install an interactive billboard that featured more than 100,000 pieces of poppable bubble wrap. Like the advertisement that came before it, this new one features characters made of small building blocks. In total, more than 180,000 blocks were used in the construction of the 80-meter wall installation.
Rather than just being an interesting installation for commuters to look at in passing, the artful wall piece is interactive. Passersby are invited to remove the blocks and take them home. Some blocks even feature QR codes that allow consumers to take away special content from the game. Once enough blocks have been removed, the mural will reveal a new poster underneath the existing display.
Trend Themes
1. Interactive Advertising Stunts - Opportunities to create unique and attention-grabbing ads that engage consumers and entice them to interact with the brand.
2. QR Code Integration - Incorporating QR codes into advertising campaigns and physical installations to provide unique mobile experiences and increase engagement.
3. Gamification in Advertising - Using game elements to make advertising more interactive and playful, creating a more memorable and emotional connection with consumers.
Industry Implications
1. Gaming - Opportunities for game developers to partner with brands and create interactive installations that promote new game releases.
2. Advertising - Incorporating new interactive elements into advertising campaigns to make them more attention-grabbing and memorable.
3. Mobile Technology - Development of technology to effectively integrate QR codes into advertising campaigns, and create unique mobile experiences for consumers.
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