Posts Tagged ‘BMW’

inflatable billboard (AIRSCREEN) in front of a...

Image via Wikipedia

Cinema Advertising has become so effective for countless reasons but the Audience Factor has to be a huge consideration when designing your ad to be as effective as possible.  Most advertising catches people by themselves, either reading a print ad, listening to the radio in the car or watching TV alone.  With cinema advertising you ad an auditorium full of people who can participate in your ad if you are creative enough to involve them.  In my last post I shared BMW’s logo burning ad with you and you saw just a glimpse of the interactive possibilities with cinema ads.  While expensive technology plays a part in some of the interactive cinema ad strategies, simple creative ads can also do the same.  I will get into the simple ways to involve the audience shortly, but I wanted to show you another interactive ad that MSNBC used a few years ago that totally involved the audience.  Motion sensors were set up in a theater and the audience became the joysticks in an onscreen video game prior to the screening of Spiderman.  See the ad here:

While involving your audience in a video game may seem like quite an undertaking you can get the same reaction from a crowd with an incredibly creative ad as well.  Whether you shock your audience with the unexpected or build in humor that fires the crowd up, blending your brand or something unique about your business will have the members of your audience buzzing long after they leave the theater.

If my clients are willing and up for it, my goal is to always create a cinema ad that is so memorable that audience members will leave the theater not just talking about the movie but also about that crazy ad they saw for the local restaurant or hair salon. If you are going to run an ad in one of my theaters we are going to make sure it is not only effective but memorable.  Sometimes clients have ads they have already produced for TV or other media that they would like to run, while I have no problems running whatever ad they would like, I think that doing something calm and contained is not doing their business much more than getting a little more recognition.

An outrageous and memorable ad will have the effect of a good workout at the gym, you want it your ad to keep working long after the audience has left the theater just like a good workout keeps burning calories after leaving the gym.  One of the few times that TV advertising actually works these days is Super Bow Ads and the reason they work is each advertiser is trying to outdo the other with a creative ad that will be talked about for weeks.  Cinema advertising allows you to reach your audience in a group setting and if you create the right ad, the crowd will respond and even those few audience members that aren’t paying attention are going to look at the screen to see what all the commotion is about.  I can’t guarantee the response the Human Joystick ad got from the audience in the attached You Tube video but I can surely work to create an ad that is going to get a great response that is focused on your business.

In the coming months I will be posting some of the outrageous and entertaining ads that I will be working with my clients to create.   The Audience factor will play big in all of them.  And while movies bomb and leave the theater for the next movie to come in, your ad will continue to play and if we play our cards right, people will becoming to the theater early just to see the ad that their neighbor, coworker or friend told them about.  Creating an event that promotes your business is what Cinema ads are all about !

BMW Logo in Düsseldorf Hellerhof: Hans Branden...

Image via Wikipedia

Ever since the 1957 experiment at  New Jersey Theater where subliminal message were placed on the screen that said “Hungry…Eat Popcorn Now” and “Drink Coca-Cola“, the big screen has been implanting messages in people’s minds.  The constant innovation in technology whether subliminal messages, smell-o-vision, improvements in picture and sound quality, 3d or even seats that move with the picture have put the Cinema at the forefront in technology that involves all the senses.  High Tech technical advancements and super creative ads are just a few of the reasons Cinema Ads have become so effective.

The latest “experiment” is being conducted by BMW in your Europe, where they are “burning” the BMW logo into the eyelids of cinema goers.  Follow this link for the amazing story.  While not all of this technology is available or practical for the smaller Cinema advertisers, taking the time to create ads that leave an impression will make your Cinema Ad the most effective advertising you will ever run.  Besides BMW’s brand burning experience in Europe, Old Spice‘s highly effective new ad campaign started in the Cinema and has taken on a life of it’s own.

What other form of advertising allows you to burn your logo into your prospective customer’s eyelids ?  The possibilities are limitless and while I had planned on writing this blog 2 or 3 times a week, I intend to post daily updates when stories like the BMW experiment come up.  Stay tuned, we have only just begun, even if you don’t have a business to advertise, I think you will find the information I am going to write about fascinating from a technology standpoint and a little interesting when it comes to what your mind absorbs on an outing to the Cinema.