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
Research: 9,400 clicks in 481 w
Interest: 4 minutes
Related: 31 examples / 24 photos
Segment: Neutral, 18-35
Comparison Set: 11 similar articles, including: clean ingredient coffee drinks, video game-themed sneakers, and flexible e-paper displays.
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