I stumbled upon an advertising campaign that truly won my heart… and my attention.
Robbins Brothers, a jeweler in California, is running an interactive digital OOH campaign for the holidays. Consumers are prompted to type a love note to someone on Robbins Brothers’ Facebook page to be uploaded to a digital billboard on the 91 freeway in Riverside, Calif. Then they will take a photo of it and send it to you to pass on.
http://www.adweek.com/adfreak/jeweler-immortalizes-your-sappy-facebook-notes-billboard-136592
This is an extraordinarily clever way to merge social media, out-of-home, and interactive platforms. Advertisers have been sweating these past years over the transition from traditional media and here is an excellent breakthrough from that.
Robbins Brothers’ media plan schedule is also worthy of praise. The holiday season is traditionally the highest jewelry-buying season and this year is no exception. According to IBM’s forecast, jewelry sales are projected to rise 7.7 percent from 2010 sales in November and rise 4 percent from 2010 sales in December.
It looks like with the just a little help from Robbins Brothers, many lucky gift-receivers will be realizing this winter really is the most wonderful time of the year.
AdWeek’s explanation of the campaign can be found on the link below.
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