This Out of Home advertising campaign (or OOH advertising) is designed to drive digital engagement. Created by PNYC for the Outdoor Advertising Association of America, the FeelTheReal campaign consists of print ads and billboards all over New York City, all asking consumers to visit the website if the ad had an impact, or felt real. The website asks visitors to complete a survey in the name of authenticity.
The goal of the OOH advertising campaign is to drive digital engagement plus to "expose and investigate the problem of false responses and robotic entries into digital marketing efforts."
In addition to listing the URL, the ads all have a binary code and a minimalist theme with simple black and red lettering on a white field.
OOH Advertising Initiative FeelTheReal is for Real Humans
Alyson Wyers — October 8, 2015 — Marketing
References: feelthereal.org & psfk