Back in 2007, we were told that one individual received no less than 5,000 advertising messages a day! It seemed almost impossible to get through a day without, advertising clutter. It is a mere three years later in 2010 and the inescapable digital era, forces upon us, an endless supply of advertising messages daily.
What does this mean for marketers? How are they to stand out and reach their desired target audiences and be heard above the ‘noise’, that is the myriad of advertising messages out there, resulting in advertising clutter? How can a brand remain top of mind for consumers so as to not only build brand awareness but also to build and maintain market share?
It’s not easy. Creative ideas need to consistently flow to make this a reality. One such brand, that is continuously holding its own as the leader in its product category is Mc Donalds. Here is a perfect example of why:
This is truly interactive media at its finest! Brands have been using interactive billboards as a means of building brand awareness and generating more business for years. But in this instance, McDonalds has truly found a way to stand out above the interactive clutter of advertising. Individuals who are able to snap McDonalds menu items as the fly across the billboard screen, can redeem the item at a nearby McDonalds. “Catch a photo of a sundae and get one free”. Talk about attention grabbing!
This advertising strategy created for McDonalds by DDB Stockholm, blends two elements of marketing strategy, namely outdoor and mobile advertising in a simple yet creative way that is sure to capture individuals as they walk by. McDonalds also takes advantage of the two most popular social media platforms Twitter and Facebook. It’s no wonder McDonalds continues to enjoy such success.
