Multi-touch campaigns aren’t just for direct mail and electronic mail anymore. Internet lookup firm DuckDuckGo is applying the electrical power of coordinated billboard messaging to talk a additional advanced concept than we normally see on billboards and using OOH messaging into new territory.
Multi-contact campaigns are not just for direct mail and email any more. DuckDuckGo has made a series of complementary but standalone billboards that, like any combination of channels, are developed to function collectively. Every single billboard stands on its personal, but the messaging from each and every builds on the other so that, as motorists see the billboards in sequence, they inform a tale. In other phrases, DuckDuckGo is accomplishing with billboards what entrepreneurs have been carrying out with immediate mail, email, and other channels for many years.
DuckDuckGo has designed its identify promising privacy from the prying eyes of Google and Facebook (check out out 1 of its promo movies below.) Two a long time ago, it made marketing and advertising news with its billboards “Google tracks you. We really don’t.” The other working day, I saw version 2. of this method as I drove the round journey from Maryland to Pennsylvania on Interstate 83. Two of the billboards ended up placed headed north and the 3rd was positioned headed south.
Source: Not taken even though driving
The to start with indicator I observed read through, “It’s time to consider again your privacy!” Then, a mile or two down the street, I saw an additional indication. I just can’t try to remember particularly what it explained, but it was some thing together the traces of, “Are you tired of staying tracked?” Then on the way back, I noticed the third billboard. It may possibly have been the unique, “Google tracks you. We really don’t.” Or a line from its web-site: “Switch the search engine that does not observe you.” Or anything identical.
Regardless of what the indications truly say (I was, in my individual defense, driving at highway speeds), the position was this—the strategy was progressively rolled out so that I could think about and system each part of the messaging over a span of miles. This allowed the company to inform a far more elaborate story than could typically be grasped at a one viewing.
We do this in other areas of marketing. We contact it multi-contact strategies, built-in campaigns, and drip internet marketing. But who knew you could do it with billboards? Seemingly, DuckDuckGo. The to start with indication caught my curiosity because it was diverse. The next really grabbed my consideration mainly because it was the next billboard I’d found from the very same company, but with different messaging, within just a a number of minute span of time. Then on the way again, when I saw the third billboard, the overall picture arrived with each other and I recognized what they have been performing. I imagined,” Wow! That’s cool.”
It makes me wonder. We’re utilised to the a single-off billboard that tends to make its pitch as powerfully as attainable in a one hit of the eyeballs. Coordinating a number of billboards is a a lot more highly-priced, but unquestionably extremely powerful, different. Is this an technique that other firms can benefit from? How about with other channels, like in-retailer signage? It is an appealing believed. Do you know any other entrepreneurs who have attempted it?
About Heidi Tolliver-Walker
Heidi Tolliver-Walker Heidi is an market analyst specializing in digital, one particular-to-1, personalized URL, and Web-to-print apps. Her Marketer’s Primer Collection, availalbe through Electronic Printing Studies, contains “Digital Printing: Transforming Business and Marketing Versions,” 1:1 (Individualized) Printing: Boosting Gains Through Relevance,” “Personalized URLs: Outside of the Hoopla,” and “Web-to-Print: Transforming Document Administration and Internet marketing.”