The brewery that produces James Ready couldn’t afford whole billboards, so they asked beer drinkers to share the billboards and help keep James Ready a buck. Phase one drove people to a website where they could upload any message or image. Phase two featured all the images and messages that were uploaded to give people their very own billboard.
To promote Stihl professional chainsaws, they put a coupon and an actual chainsaw on a billboard. After a couple of weeks, they added a performance element: a guy showed up one morning, cut out the coupon and left with it. The board then stayed up with the hole in it.
I really like this campaign as Stihl have brought together various media to show off their products attributes and personality. The involvement of the performance really adds to the spectacle. This is definitely an opportunity for media owners and experiential agencies to work hand in hand.
