BBC World penetrates the US viewer market using interactive billboard in the heart of New York city. The board shows a current social issue and let people vote by using text messages. This idea from BBDO New York answers the current interactive ad stream in the right place and time. The location is right because it has high traffic. Most important, the billboard works as a counter itself that proves ad viewed number while it promotes BBC dynamic content image. In addition, BBDO New York walked with a Best of show award from OBIE awarded by Outdoor Advertising Association of America.
This is a successful example of subtly using interactive component for advertising. The ad fixes the issue moving media and moving people because normally moving ad cannot communicate with moving audience very well. However, BBC vote billboard is still to support moving audience but dynamic enough to be very interesting.
Read more:
- Advertising Age: http://adage.com/article.php?article_id=116589
- BBC UK: http://www.bbc.co.uk/pressoffice/bbcworld/worldstories/pressreleases/2006/06_june/wnt_ad_camp.shtml
- International Herald Tribune, “British news outlets seek to fill U.S. hole”: http://www.iht.com/articles/2006/06/01/business/adco.php
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