The Book of Tens 2010

Book of Tens: Coolest Out-of-Home Ideas

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MICROSOFT BING, JAY-Z's "DECODED"
How's this for an inventive book promotion? To build buzz for his new book, Jay -Z teamed up with Microsoft's Bing for an ambitious global campaign that placed individual pages from "Decoded" in 400 different physical locations around the world. Fans could use Bing maps for clues to find each page, and should anyone unlock all 400 locations they'd be rewarded a Jay -Z Lifetime Pass guaranteeing them 2 tickets to any Jay -Z show anywhere in the world for the rest of their lives.

CLEAR CHANNEL OUTDOOR, LAS VEGAS STRIP
Who said billboards are static? Clear Channel's turned the Las Vegas Strip into an interactive hub where passers-by could post Foursquare check-ins and Twitter updates to digital billboards and share them with nearly 3 million monthly visitors. Coke, Apple and Paramount Pictures were early sponsors of the winter launch.

MOBILE LOAVES & FISHES, "I AM HERE"
Austin-based nonprofit Mobile Loves & Fishes wanted to raise a more visceral type of awareness about homelessness, and teamed up with marketing agency T3 for a two-day stunt in which an actual homeless man, Danny, slept on a 50-foot billboard where passers-by could text donations to raise money to find a new home for him and his wife. Two days, 252,000 people on Twitter and $12,000 later, Danny was able to find shelter.

MEDIAVEST AND CRISPIN PORTER, KRAFT BLUE BOX MACARONI & CHEESE
Just how effective is Kraft's signature macaroni noodle in its ability to bring a smile to your face? So much so that the blue-box brand teamed up with agencies Mediavest and Crispin Porter for a campaign that included interactive installations in major markets where a smiling face could literally generate a special message through facial-recognition technology.

LAMAR QR CODES
Scannable QR codes have been all the rage among print advertisers for over two years now, but their activation in out-of-home has been pretty stagnant. Lamar Advertising sought to change that with a month-long takeover of Albany, New York's transit and bus stations, encouraging commuters to scan and interact with QR codes on their smartphones. The codes were virtually inescapable, cropping up everywhere across the 50 stations' walls, floors, kiosks and even ceilings.

H&M AMSTERDAM, 3-D LIGHT SHOW
For the grand opening of its new flagship store in Amsterdam, Swedish clothing retailer H&M turned the facade of its self-professed "Best Store Ever" into a 3-D light show. A virtual ribbon tied around the building was unwrapped to reveal a three-minute tableau of color, moving images and adorable animals to lure the store's projected 4,000 daily shoppers.

ADIDAS, "SKY COMIC"
To boost pride and awareness for the Japan National Football team's trip to the 2010 FIFA World Cup, Adidas erected a giant "sky comic" featuring 13 individual 300 square-meter comic strips in 13 different cities telling the story of the team's journey to the soccer tournament. The campaign generated more than 50,000 participants and more than $6.6 million in earned media without a single paid media buy (aside from that sky inventory, of course.)

PARAMOUNT, "JACKASS" CRASHED JET SKI BILLBOARD
Talk about a promotional stunt. Paramount turned to L.A.'s Sunset Strip for this 3-D installation to promote "Jackass 3-D" in a way that only Johnny Knoxville & Co. could have thought of -- by crashing a Jet Ski into a billboard. In a year when everyone from Lionsgate ("Kick-Ass") to DreamWorks ("MegaMind") to Disney ("Alice in Wonderland") was experimenting with 3-D billboards, this left the most lasting (and painful) impression.

STARBUCKS, STARBUCKS DIGITAL NETWORK
In order to offer free Wi-Fi to its customers in over 6,800 locations, Starbucks teamed up with a huge roster of content and advertising partners to provide custom user experiences for its coffee drinkers. Yahoo, Apple, The Wall Street Journal, USA Today, New York Times, Zagat and Nickelodeon were among the first partners to sign up, while Starbucks customers avoided the frustrations of monthly wireless fees.

BERNSTEIN-REIN ADVERTISING, McDONALD'S ANGUS BURGER CAMPAIGN
Just how much do Kansas City, Missouri, residents love their McDonald's Angus Burger? Local agency Bernstein-Rein found out by letting consumers play copywriters and enlisting over 2,000 user-generated taglines for a takeover of the city's 13 digital billboards. The 24-hour campaign received 5,000 submissions via text message, and gave named credits to each crowd-sourced tagline.

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