Introduction to Tic Tac’s Interactive Billboard
Tic Tac has launched a brand new interactive billboard in Times Square, New York, which uses augmented reality to permit passersby to place themselves within the billboard using their smartphones and the Tic Tac Times Square application. This modern billboard is a component of Tic Tac’s latest Shake It Up campaign, geared toward encouraging millennials to explore latest and unconventional ways of doing every day activities.
Target Audience
The audience for this campaign is millennials between the ages of 18 and 35. According to Noah Szporn, category manager for Tic Tac at Ferrero USA Inc., this audience is just not interested by engaging with a brand in a conventional way. They don’t want to see an ad, go home, and log onto their computer to learn more. Instead, they like to have interaction with brands through mobile devices, however the experience have to be fun, fresh, and entertaining.
How the Billboard Works
The billboard itself is static, nevertheless it features a call to motion that encourages consumers to view the ad through the Tic Tac Times Square app. Users who download the app can scan the ad, and the imagery on their phone will switch to indicate their face on a magazine cover or on a "Vote For" sign. The app robotically takes the user’s Facebook picture and inserts it into various ads, making the billboard in regards to the consumer themselves.
Availability and Download
The billboard will likely be up in Times Square for the subsequent 4 weeks. The Tic Tac Times Square app might be downloaded by texting the keyword NYC to the short code 313131 or by directly downloading it through Apple’s App Store or Google’s Android Market.
Goals of the Campaign
The goal of this effort is to create awareness, drive engagement with the brand, and produce the brand closer to the purpose of purchase. According to Mr. Szporn, the billboard is a powerful statement that Tic Tac is attempting to catch up with to the purpose of purchase.
Mobile because the Backbone
Tic Tac will even be introducing other efforts in other cities with the concept of being fresh and fun with the Shake It Up campaign. Mobile will play a big role throughout the campaign, making the ads interactive. For example, Tic Tac is launching a program behind a brand new flavor within the spring that can include a brand new augmented reality game. Users will give you the option to scan a box of Fruit Adventure-flavored Tic Tacs to launch the sport.
Conclusion
In conclusion, Tic Tac’s latest interactive billboard in Times Square is an modern option to engage with millennials and encourage them to explore latest and unconventional ways of doing every day activities. By using augmented reality and mobile devices, Tic Tac is in a position to create a fun and entertaining experience that brings the brand closer to the purpose of purchase. With mobile because the backbone of the campaign, Tic Tac is well on its option to making a successful and interesting marketing effort.
