Embedded Moments of Truth

Ideas, Riffs And (Some) Noise On All Things Marketing. Branded

Quick Read: With some creative genius ‘moments of truth’ can lend themselves to some quirky embedded ads. Ask Banksy if you need greater proof. 

Late last year Google embedded itself in NYC with some delightful site-specific outdoor ads.

Created by 72andSunny, these wonderfully embedded site-specific ads brought several “OK Google, moments” to life.

Beer Bar

Bowl

Top of rockCoffee

(Images source)

The great thing about such embedded ads is that depsite the obviously limited direct reach, their creativity genius transcends borders through earned media (including blog posts like this).

This month, Snickers embedded its “You make mistakes when you’re hungry” message across NYC’s outdoor “fails”. Examples include a handrail that goes up when the stairs are going down, or a door that says both “Enter here” and “No entry.”

snickers_1snickers_2snickers_3snickers_6

(Images source. Agency BBDO)

Again, very limited direct reach. But the ROI from earned media stand point? It’s anybody’s guess.

To celebrate such…

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