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A MOVING EXPERIENCE
Beverage
World
Any marketer will tell you that it's become harder than ever
to reach a targeted demographic group with advertising campaigns.
Audiences have simply become too fragmented as cable channels
and the Web pull viewers away from the networks and print media.Aware
of this, the marketers of SABMiller's upscale flavored malt beverage
Skyy Blue decided to take their brand directly to those consumers
most likely to drink it - literally. The brand launched a mobile
ad campaign that has its eye-catching, high quality creative
appearing on 22 by 10 foot ads up and down the streets of sixU.S.
cities: Miami, San Diego, Boston, Los Angeles, Philadelphia andWashington,
DC.
"They drive through the cities, but we also provide directions
on certain areas that are appropriate to visit," says Skyy
Blue's brand manager, Laura Emory. "We can suggest that
certain nightlife areas would be a good fit for the mobile billboards,
and that way we are able to reach the legal drinking age consumer
in that nightlife environment.
"The mobile ad campaign has been organized by the New York
City-based Mobile Ad Group. Sam Kaplan, the company's vice president
of sales and marketing, says it takes two forms: one on the side
of actual delivery trucks and the other on mobile billboards
that, like they sound, are simply billboards on wheels. "What's
really interesting about this medium is that we can use third-party
trucking companies to carry the message, turning them into a
virtual fleet of delivery trucks for that product," Kaplan
says.That's during the day. At night, a lighted billboard can
be parked in front of a nightclub.The ads will be coming to a
city near you this summer. "This showing is going to be
amazing - the weather's going to get warmer, people will be out
on the street and here comes this beautiful European beach scene
which is very upscale. It's going to be unexpected, creating
quite an impact for SABMiller's Skyy Blue," says Kaplan.
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