This Artful Gaming Ad is a Chalkboard Drawing in Shinjuku Station
Laura McQuarrie — June 1, 2016 — Marketing
References: dragonquest.nintendo & japantrends
In celebration of its anniversary, Dragon Quest installed a series of promotional chalkboard drawing billboards in Tokyo's Shinjuku Station.
This large-scale piece of chalkboard art marked the 30th anniversary of the video game with a 14-meter black and white drawing. The installation of the mural also coincided with the release of Dragon Quest Heroes II: Twin Kings and the Prophecy’s End. The impressive billboard only appeared for a short time before it was wiped clean, encouraging people to share its beauty on social media while they still had the chance to snap a photo.
In the past, Dragon Quest has installed a series of unique and interactive billboards in this Tokyo transportation station. Other notable examples include advertisements with pieces that can be scratched or popped by people passing through the station.
This large-scale piece of chalkboard art marked the 30th anniversary of the video game with a 14-meter black and white drawing. The installation of the mural also coincided with the release of Dragon Quest Heroes II: Twin Kings and the Prophecy’s End. The impressive billboard only appeared for a short time before it was wiped clean, encouraging people to share its beauty on social media while they still had the chance to snap a photo.
In the past, Dragon Quest has installed a series of unique and interactive billboards in this Tokyo transportation station. Other notable examples include advertisements with pieces that can be scratched or popped by people passing through the station.
Trend Themes
1. Interactive Advertisements - As seen in Dragon Quest's past advertising, interactive billboards that allow for audience engagement provide a disruptive innovation opportunity.
2. Temporary Installations - The short-lived nature of the chalkboard art billboard demonstrates a trend towards temporary installations that capture attention through their limited availability.
3. Handmade Advertisements - The use of chalkboard art in advertising brings back an old-fashioned, handmade approach to promotion that could potentially disrupt the digital advertising space.
Industry Implications
1. Gaming Industry - The installation of a large-scale chalkboard drawing in Shinjuku station to celebrate the 30th anniversary of Dragon Quest and the release of a new game is an example of a disruptive advertising opportunity within the gaming industry.
2. Advertising Industry - The use of unique and innovative billboards, such as Dragon Quest's interactive and chalkboard art ads, could be the future of advertising and a disruptive innovation opportunity within the industry.
3. Art Industry - The installation of a massive chalkboard mural in a public space can provide exposure and an alternative, disruptive innovation opportunity for artists and the art industry.
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