German pet food manufacturer Granatapet has taken interactive advertising to a whole new level with their billboard. The problem with most traditional advertising is that the consumer can only see the product, leaving the senses of touch and taste out of the picture.
This innovative Granatapet billboard aims to target more of your senses using social media integration. The billboard is paired up with Foursquare, which is the leader in social media city exploration. What someone has to do to interact with the billboard is log on to Foursquare and check in next to the billboard location. Once the pet owner has checked in, dog food is then dispensed into a bowl at the bottom of the billboard for the owner's dog to try out.
Granatapet has turned outdoor advertising into instant sampling (provided you have a smartphone of course).
Granatapet Develops a Billboard With Foursquare That Releases Dog Food
Peter Vallas — March 31, 2011 — Marketing
References: granatapet.de & mashable