ING's "Human Billboard" Campaign Has Sports Implications

Sports organizations looking for new ways to make a huge splash in the offseason with a nominal marketing budget should consider benchmarking a terrific campaign recently implemented by ING Direct in Italy.

ING Direct had discovered that word-of-mouth referrals by existing customers served as a key driver for bringing in new business. ING looked to bring this notion to life by teaming up with Leo Burnett Milan to create a "Human Billboard" campaign that featured real customers sitting and standing atop billboards, strapped onto the side of city buses, and positioned on elevated displays in high-traffic areas inside a city setting.

The campaign proved to be tremendously popular, as consumers passing by the displays interacted with the brand activists, creating banter that was filmed and featured in an effective advertising campaign. 

The concept of the "Human Billboard" could have a number of implications in the sports space. Minor league teams looking to drive interest and awareness in the local marketplace could leverage season ticket holders and enthusiastic supporters in a similar fan-centric campaign. Marathons, triathlons and other major events could also implement a similar promotional concept to show how "real" participants are. Apparel companies and other manufacturers of products endemic to sports could also consider benchmarking the ING Direct campaign to bring product launches to life, etc.

Check out the terrific campaign below!

Take Your Outdoor Sports Digital Efforts to New Heights

Are you looking for new ways to engage consumers in outdoor settings? Are you looking to capitalize on the growing usage of mobile phones?

Take a quick look at a terrific outdoor digital initiative DDB recently executed on behalf of McDonald's in Stockholm. The outdoor game tasked consumers with taking a picture on their cell phone of menu items that bounced and soared past the screen. Can you say engaging?

Now take a quick moment to think of all the applications this could have in the sports space. A team that prominently features a similar digital display piece on the facade of their stadium/arena could create a similar offering that tasks fans with taking camera pictures of:

• Dropping tickets - A team could allocate a block of 100 tickets per game discounted at 50% off to fans who take a picture of a dropping ticket on their cell phone and take it to the Will Call counter for purchase
• Dropping balls - Teams could make this item very hard to catch (fast speeds) and offer autograph merchandise to any fans who are able to take a picture of it on their phone
• Dropping concessions (hot dogs, popcorn, etc.) - Teams could offer free/discounted concessions items to fans who are able to take pictures of these items on their mobile phone
• Partner Discounts (dropping movie tickets, free gas vouchers, project starters, etc.)
• Dropping dollar bills - Teams can offer $5 bills that are redeemable for a $20 purchase in the team store on game day
• Dropping Mascot - Teams can offer fans, who take a picture of the mascot soaring across the screen, the chance to partake in unique experiences at the ballpark (promotions, video board cameos, behind-the-scenes tours, promotional giveaway opportunities, etc.)

Digital boards located outside stadium venues offering similar digital games could serve as a great way to reward fans who aren't able to make it into the game or come to attend a watch party. Consider this tactic when you are looking for new ways to reward those attending games (pre-game and post-game), not attending games (premier games, watch parties), and are looking for a reason to just stop by and check out the stadium during the week.