When I go to the movies I have two guilty pleasures — buttered popcorn (so bleechhh afterwards, but so good while you’re munching!) and the previews. I may exclaim “Oh my God, not another trailer!!!” but the truth is I love those green screens. But yesterday, I encountered the Man of Steel underground.
Skipping along the stretch from 59th to 58th St. near Columbus Circle, I let Russell Crowe invite me into his world. No longer was his face just plastered into a billboard, he was talking to me…and those German tourists.
At first I kept walking, but the sheer size of the TV billboards stopped me. Besides I wanted to know — was Russell Crowe the new Superman? The more I watched, I kept thinking there should be more interactive elements to keep someone engaged. What about a ticket kiosk right there? Where every 20th person that purchased advanced tickets won a free pair? Or I could enter my phone number and get a text reminder to purchase tickets opening weekend.
Or having the ol’ marketing ploy — the cutout, where people could pose behind a Man of Steel frame and post to Instagram for a chance to win free tickets. Cheesy stuff like that works in New York! Adding a social component is FREE advertising, and they already have over 750,000 likes on Facebook. C’mon Warner Bros., integrate your Out of Home with Your Digital!
The display was engaging, but missing that interactive element. Although they did get me one more time as I headed for the steps:
Am I the only one amazed how they cut and paste a giant billboard and make it fit seamlessly on subway steps??
Check out the Man of Steel Trailer and microsite filled with steel-clanging sounds. Go ahead, see what I’m talking about.
Man of Steel you grabbed my attention, now get more interactive and make my DigiDay!