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Israeli juice company Prigat recently launched a series of interactive billboards called Prigat Smile Stations. The billboards were place in several train stations throughout Israel and outfitted with an over-sized Facebook ‘Like’ button. Playing on the company tag line, “Open with a Smile,” Prigat and the advertising firm ‘Publicis Israel’ devised an interactive ad campaign that capitalizes on the isolating effect of modern culture.

Employing the magic of social media, Prigat encourages Facebook users, who ‘liked’ the brand, to write funny or uplifting messages. These messages are then sent in real-time to the interactive billboards. If a passerby happens to spy something they like on the billboard, they are prompted to make use of the giant like button. Once the like button is pressed, a video of the commuter’s reaction is sent to the author of the message. The more smiles you receive in response to your messages, the better your chances of winning a prize courtesy of Prigat. 

Since the campaign’s launch there have been an estimated 10,000 messages sent and thousands of smiles received. Prigat has shown us a clever way to disseminate a corporate message while cutting through the alienating urban landscape in a positive way. Need a pick-me-up?  Stop by one of the Prigat Smile Stations and take in a joke.