Sports Illustrated Swimsuit Model Sucks Giant Straw Hooked Up to Dasani Ad

By: Jeremy Gutsche - Published:   Updated: May 4 2011 • References: adrants
In this example of what I am calling "co-billboarding," the Sports Illustrated Model is sucking a giant straw that links her billboard to the Dasani billboard. The campaign is genius execuation from Dasani and probably gets people talking about both ads. Somehow I think it's a better win for Dasani who otherwise receives less eye traffic.

Implications - What is being called "co-billboarding" is something that you don't see very often. Perhaps this is because most billboards are competing with each other to capture people's attention. Although marketing is a competition, using this type of advertising definitely makes both ads stand out more than they would each on their own. Stats for Co-Billboarding Trending: Older & Warm
Traction: 9,378 clicks in 468 w
Interest: 4 minutes
Concept: Co-Billboarding
Related: 34 examples / 26 photos
Segment: Neutral, 18-35
Comparison Set: 12 similar articles, including: folding virtual reality glasses, energy-efficient ovens, and cardboard eyewear boxes.