The 'Pimm's Live' Drink Ads Direct People to the Nearest Pub
Laura McQuarrie — June 24, 2015 — Marketing
References: anyoneforpimms & thespiritsbusiness
There's only so much information that you can glean from an advertisement when quickly passing it, and its success often hinges on consumers knowing where to pick up the product—knowing this, Pimm's created a clever series of drink ads.
The new 'Pimm's Live' billboards are set up on the street to direct people to the nearest pub or bar. These ads are extremely location-specific and also take the weather into consideration.
These billboards are powered by a network created by Pimm's with participating bars and pubs in the London area. These networks make it possible to collect data on how busy each location is by counting the number of phones present in each place. When a venue becomes full, the posters are simple able to redirect people to the next best option.
The new 'Pimm's Live' billboards are set up on the street to direct people to the nearest pub or bar. These ads are extremely location-specific and also take the weather into consideration.
These billboards are powered by a network created by Pimm's with participating bars and pubs in the London area. These networks make it possible to collect data on how busy each location is by counting the number of phones present in each place. When a venue becomes full, the posters are simple able to redirect people to the next best option.
Trend Themes
1. Location-specific Ads - There is an opportunity to develop location-specific ads that can direct consumers to the nearest stores, restaurants, or other businesses that offer the advertised product.
2. Data-driven Advertising - Incorporating data on foot traffic or other metrics into advertising strategy can lead to more effective and targeted campaigns.
3. Personalized Advertising - Personalized ads that take into account the viewer's location or other relevant factors can increase engagement and conversion rates.
Industry Implications
1. Advertising - By leveraging technology to create more targeted and personalized ads, disruptive innovation opportunities exist in the advertising industry.
2. Hospitality - The use of location-based technology to direct consumers to nearby bars or restaurants provides an opportunity for innovation in the hospitality industry.
3. Retail - Location-based advertising could help retail businesses drive foot traffic to their physical stores, presenting a disruptive innovation opportunity.
2.6
Score
Popularity
Activity
Freshness
