Published on September 10th, 2018 | by Nicole Randall0
Marketing Outside the Box with OOH
When marketers want to reach targeted audiences in unexpected places, they turn to non-traditional OOH. From escalators to manholes, brands try creative locations to place their ads.
Most amusement parks and theme parks allow outside companies to advertise within their gates. Walt Disney Parks and Resorts has a long history of partnering with outside brands. The Six Flags chain of parks has an extensive network of digital and traditional OOH placements available to catch the eyes of park-goers waiting in lines.
To target newly arrived tourists, Oregon’s Seven Feathers Casino Resort partnered with the nearby Rogue Valley International-Medford Airport, painting the baggage carousel to look like a giant roulette wheel.
Following the legalization of recreational marijuana California, Organa Brands, one of the largest cannabis companies in the US, launched a public service campaign to warn travelers about flying with cannabis. Airport security trays at Los Angeles International Airport advised travelers to “leave it in California.”
Public restrooms represent an opportunity to get the attention of a hyper-targeted audience. Car-sharing platform Uber uses restrooms to reach people who may need a sober ride home. Some restroom sink faucets have built-in screens that detect when a person steps up to wash their hands. A targeted ad is then delivered through a programmable network.
The North Dakota Air National Guard recently issued an RFP searching for an agency to handle a 12-month campaign, specifically requesting the media plan include billboards and restrooms. It said: “We are seeking a unique, high-traffic medium that is available across the entire state and feel that restroom advertising provides a captive audience in a large number of locations that will meet our target demographics.”
While standard transit ads such as bus shelters and subway posters are effective at grabbing attention, some brands use other areas within public transportation stations to catch eyes and start conversations. To promote the new season of Ozarks, Netflix used wall decals in major metro transit hubs to create the illusion of money hidden in the walls. At Penn Station in New York City, PBS took over all sets of stairs to encourage commuters to vote for their favorite book and watch The Great American Read.