Last night, I was walking through the 59th St. subway station when a large video screen billboard caught my eye:
“Bored? press here for brilliance.”
I’ve been waiting for the day to be recognized by a digital billboard, “Hey Rainbow, where ya going? Why the hurry? Hey, your shoelace is untied!” While we’re not quite there yet, I do appreciate any type of entertainment that distracts me from the mile-long walk underground from one platform to another.
Being “bored” and in a somewhat empty station at night, I did it — I pressed the BIG RED button.
I was greeted by a clean-shaven man who painted his face with “hair” and moments later had a full beard. I waited a few minutes, looked around and pressed the red button AGAIN.
This time, two figures boxed it out with zero gravity. Pretty cool. So who’s behind the campaign?
Vitamin Water and their hashtag, #makeboringbrilliant. I like it, my quirky mind can go places with this. And this is only the Out of Home promotion. It goes much, much bigger. Vitamin Water enlisted Damien Dante Wayans and music artists B.o.B, Matt and Kim, Santigold and Yung Skeete to transform the town of “Boring, Oregon” into “Brilliant, Oregon”. You can catch the “Brilliance Uncapped” promo on Fuse.
How exactly do they make a boring waiting room brilliant? Well…see below.
This is a great example of Branded Entertainment that makes you want to participate! This fully-integrated campaign uses Out of Home, TV, Digital, Experiential Marketing and Social to tie it all together, and the branding is seamless. Check out their digital banner ads:
A ninja hand chopping crackers…this would make a great Vine video…ok, I’m on it!
VitaminWater, you made my DigiDay!