In an effort to attract the attention of overly stimulated consumers several marketers are combining digital marketing efforts with experiential activations.

Coca-Cola recently launch the #shareacoke campaign and was looking for a unique way to combine their product marketing with an out of home marketing experience. Coke worked with Clear Channel Outdoor to create an interactive billboard that allows consumers to send a text message to the billboard and display their name on a coke bottle. The campaign generated 110,000 submissions and 820 million impressions.

Just this passed November, British Airways employed a similar tactic to engage billboard viewers and market the airline. The billboard at Piccadilly Circus was programmed to display a boy pointing up at the sky as any British Airways flight passed over. The billboard would also identify the flight number and the place of origin and destination.

As commuters and consumers in general are increasingly looking down at their phones marketers will need to worker harder to gain their attention in unique and creative ways.

Source: Adweek