nikon’s d700 digital ooh campaign
i’ve been blogging for a little while that digital and ooh (out-of-home) merging will be the next “big thing” in brand marketing. on may 23rd in 2005 nike through their partnership with r/ga launched an interactive ad on a 23 story billboard in the middle of times square to promote their new nike id product. the campaign allowed pedestrians walking by the reuters sign to call a special nike id number on their mobile to customize the shoe that appeared on the billboard. the resulting effort drove mass awareness, it created tons of buzz around the product launch, set numerous benchmarks, and it continues to drive sales volume for a myriad of nike products.
i thought the recent digital ooh execution that was used to promote the new nikon d700 model in korea was brilliant. this interactive billboard was strategically placed in the middle of a busy subway station in seoul, korea. depicting digital images of an american paparazzi scene at a red carpet event, as celebrities (or pedestrians) stroll by the ad it automatically triggers flash bulbs on the digital billboard. the red carpet was also strategically placed in the subway tunnel leading consumers to a mall and the nikon store to purchase the camera. love it!
