Pinterest is now looking to invite new users to join its social media platform with a new campaign called 'What if.' The most significant feature about this advertising campaign is that it is not being spread across the online realm, but its core message will be shared via Billboards in New York City. This is fitting, as Pinterest states: "Pinterest is all about making plans, getting offline and trying things IRL."
As of late, a number of online-only businesses have been experimenting with a return to traditional forms of advertising by opening brick-and-mortar shops, launching their first-ever television commercials or a print magazine. While many of these large-scale companies do not need to rely on these forms of marketing, the fact that they are so unexpected, and in some cases tangible, makes them all the more alluring to digital consumers.
Social Pinboard Billboards
Pinterest is Launching Its First-Ever Ad Campaign via Billboards
Trend Themes
1. Offline Advertising - Brick-and-mortar businesses and online companies experimenting with tangible or out-of-the-box advertising that capture the attention of digital consumers.
2. Physical-to-digital Experience - Using traditional forms of advertising to encourage users to access a digital platform and engage in an online experience that aligns with the physical message.
3. Digital-to-physical Interaction - Interactive digital campaigns with a strong call-to-action, urging users to experience something real-life that connects with the digital campaign message.
Industry Implications
1. Advertising - Disruptive opportunities for marketers to create memorable and unconventional ad campaigns that diverge from the traditional online realms and forge a connection with digital consumers offline.
2. Social Media - Social media platforms can leverage offline or physical advertising to encourage users to engage with their online services, thereby creating more monetisation and user acquisition opportunities.
3. Retail - Opportunities to create in-store experiences that merge with online campaigns, therefore engaging digital consumers in the physical environment and providing a seamless experience across both environments.