Bank of America and Charmin Installations
I took a wander around New York this weekend and saw some of the Christmas installations. Not strictly digital, but buzz worthy anyway.
First up was Bank of America’s Gift on Fifth. They’ve done the usual ‘let’s do a survey and release it with PR’ tactic about holiday shopping and what people look for, such as a place to put their feet up and relax, go to the bathroom and enjoy the displays in the store windows. To promote themselves and to support the results, the Bank has taken over an empty lot on 36th and 5th and out up a small haven, with loos and a lounge. Pop in to grab a cup of hot chocolate, listen to carols, lounge on a comfy couch and maybe win the odd ticket to a Broadway show. A nice relaxing spot for a busy shopping day.
Next stop was Time’s Square, passing Lord and Taylor’s window displays on the way.
In Time’s Square I saw 3 things of note. Nascar have been around town for Champions’ Week, with permanent placements as well a some moving feasts (I declined to brave the cold to watch the 8am drive round town last week). They seemed to be getting a lot of attention with their cars.
Pontiac Garage (sound warning) are the current runners of the ubiquitous ‘upload your photo and see it on Time’s Square billboard’ slot. Clear call to action on the sign, clear photo displays and seemed to be a fair few images up there. I just wonder about how many people decline to do it in the cold, with a 30 minute wait? I’m getting pretty jaded about this tactic, as I’ve heard and seen it so often, despite it being pretty new. Listening to some of the conversations around me though, it was new for a lot of people and still got them talking; a lot of these tactics still have a long life left in them. (By the way, the site has to be in the running for most pointless interface and intro!)
Last but by no means least is the Charmin bathroom. (sound warning) Back again for a second year, their Bathrooms are a complete hit for me. Big signs on the space and a couple of people wandering the streets on Segways promote the venue. Once in, it’s a heavily branded space, with plenty of staff and entertainers. You can pose with the big stuffed bears and the staff will take your photo, buy merchandise or just hang around. There is a great dispenser for $1 off vouchers and an good way to spread the word - pre-stamped postcards to send to your friends with 50c vouchers on them. But the most important thing is the loos and the team looking after them. I think they scored a great hit with the team - considering what they are doing is cleaning up each bathroom after every guest, they looked like they were really enjoying the job and the interaction. If you want a laugh and a few minutes downtime, visit these bathrooms; there’ll be a queue but it’s fun ;) And the song will stay in your head for the rest of the day!
David Polinchock has some insights into the metrics and reasons behind the Charmin room
Tags: bankofamerica, charmin, nascar, pontiacRelated Stories
POSTED IN: Branding, Buzz Marketing, Consumer Packaged Goods, Entertainment Marketing, Outdoor Advertising and Experiences
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