The photos you see above shows a couple new awesome billboards erected by the Lightning in Tampa Bay recently. Take a look at the billboard on the left-hand side first. Seems to be your typical, run-of-the-mill advertisement showing an action photo to promote the team’s upcoming season, right? Well, then you pan to the right and you see the supplemental advertisement, which shows a hockey puck ripping through the billboard across the highway. Not so typical anymore, huh?
The Lightning-branded puck seems to be destroying a perfectly good billboard for a local gym, but if you go to the website listed on that advertisement…you’re redirected to a page on the Lightning’s website selling season ticket plans. Well played.
Sure, this kind of strategy doubles your billboard costs, but it’s a pretty creative way to actually get people to notice – and talk about – the advertisement. Had they just decided to go with the billboard on the left, it wouldn’t have stood out at all. Add a second layer to the advertisement and, boom, you’ve got awesome sports websites like this one raving over your latest marketing campaign.
Essentially, you pay for one billboard and the second one is likely to pay for itself in the buzz that it generates. And here I am playing right into their hand. Touché, Lightning marketing team…touché.
[Twitter]
