In order to promote the tours it offers that take place at night, the Johannesburg Zoo created a series of shadow posters to make these alternative ways to experience the zoo known.
Creating the shadow posters involved cutting out a bunch of seemingly abstract shapes. Although looking at the posters in a well-lit room didn't reveal the animals hiding within, they could be drawn out by holding light from a mobile phone under them. Once this was done, the dynamic displays got kids and parents alike excited about the creatures that can't normally be seen during a day trip to the zoo.
Since viewing the shadow posters required people to have a phone in hand, this made it easy to prompt parents to go to the zoo's website and arrange a visit through a mobile device.
What Makes This Trend Stand Out
- Nighttime Experience
- Using cut-out shadow posters to advertise nighttime experiences in zoos
- Interactive Marketing
- Encouraging engagement with creative marketing through mobile phones
- Augmented Reality Advertising
- Integrating technology to turn abstract shapes into dynamic animal displays
Sectors Adopting This
- Tourism and Hospitality
- Creating unique nighttime experiences for tourists and promoting them through innovative marketing
- Advertising and Marketing
- Exploring interactive and augmented reality advertising strategies to capture consumer attention
- Entertainment
- Using creative approaches to enhance visitor experiences at zoos, museums and other attractions
