# Interactive Billboard Spoofs The Domino's Pizza 'Lookdown' Billboard Spoofs British Airways By Laura McQuarrie | Published 2013-12-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/lookdown References: [digitalbuzzblog](http://www.digitalbuzzblog.com/dominos-pizza-detecting-billboards/) The [Domino’s](https://www.trendhunter.com/trends/who-likes-pizza) Pizza ‘lookdown’ billboard is a hilarious spoof on [British Airways](https://www.trendhunter.com/trends/avios-and-pizzaexpress)’ ‘look up’ advertisements. About a month ago, British Airways unveiled a completely [unique billboard integrated with surveillance technology](https://www.trendhunter.com/trends/sweaty-betty-all-good-in-the-hood) that showed a child on-screen that would point and follow British Airways planes as they flew overhead. British Airways pointed out details on the specific flight, like that a specific plane was flying out of Barcelona. Domino’s followed suit with its ‘lookdown’ ad, which shows a child pointing at a delivery man below the billboard who’s on his way to deliver a pizza. The clever spoof from Domino’s doesn’t need any of the complicated technology that the British Airways billboard would, but it does manage to jump on the coat tails of the successful billboard with a clever twist of its own. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 19% | Activity: 52% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Interactive Advertising:** Disruptive innovation opportunity: Develop interactive billboards with creative twists to engage and entertain audiences. - **Spoof Marketing:** Disruptive innovation opportunity: Utilize humor and parody to create marketing campaigns that play off established advertisements. - **Real-time Engagement:** Disruptive innovation opportunity: Use real-time data and insights to create dynamic and personalized advertising experiences. ### Where This Applies - **Advertising:** Disruptive innovation opportunity: Incorporate technology and creativity to revolutionize traditional advertising methods. - **Food Delivery:** Disruptive innovation opportunity: Integrate interactive and engaging elements into food delivery services to enhance customer experience. - **Hospitality:** Disruptive innovation opportunity: Experiment with unconventional advertising strategies to attract customers and differentiate from competitors. ## Related on Trend Hunter - [Interactive Sandwich Billboards](https://www.trendhunter.com/trends/sandwich-billboard.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Food Truck Billboards](https://www.trendhunter.com/trends/food-truck-billboard.md) - [Value-Driven QSR Campaigns](https://www.trendhunter.com/trends/who-likes-pizza.md) - [Peeling Cheese Packaging Billboards](https://www.trendhunter.com/trends/babybel-billboard.md) - [Yodeling Pizza Commercials](https://www.trendhunter.com/trends/dominohhoohoo.md) - [Mixed-Reality Cola Billboards](https://www.trendhunter.com/trends/3d-coca-cola-billboard.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Flame-Grilled Billboards](https://www.trendhunter.com/trends/flame-grilled-billboard.md)