Is Interactive Out-Of-Home The New Standard In OOH Advertising?

MINI Canada is encouraging people to interact with their new out-of-home display by texting to a short code to select the MINI of their choice. This triggers the MINI they’ve selected to drive around in an animated sequence. As the animation plays, a personalized-response SMS message is dispatched to the participant, encouraging them to click through to a mobile-optimized Web page and become a MINI Facebook fan.

The concept was developed by TAXI 2. Media Experts, the media agency of record for MINI Canada, sourced the multiple high-traffic locations throughout Toronto where the installation will be projected during the month of December.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.