I love reading the OOH ads on my morning “L” commute for a number of reasons:
1. At 8am, they are about the closest thing to ‘literature’ that my caffeine-deprived brain can process.
2. They are usually so bad, they’re good (read: bad buzz). “Why yes, I am schizophrenic and have bulimia and would like to take a study for five cents an hour…”
3. Once in a very very very veeeeery seldom while, you actually see a well-placed ad that peaks your attention. Surprisingly, that happened to me this morning.
Plastered across my Red Line train were the following posters, creepily styled after a ransom note and cryptically discussing the plight of the “kIdnaPPed ChiCAgoAN”.
One oddly placed ad might not have been enough to convince me to interrupt my one-man staring contest with yesterday’s RedEye (which I’m very good at) – but with the whole car plastered with clues and snippets, I found myself intrigued.
Upon arriving at work, sure enough, I pulled up the URL – surprised to find a social-media-geeked-out travel advertisement for St. Louis, MO. To be honest, I was pretty impressed. Not only did the cross-channel marketing on the L not even mention a whipser of the product, yet still hold my attention long enough to type in a URL, but the payoff – a site chock full of video, Twitter feeds, Google maps and more – sold the end product in a whole new way. Long story short, they got me, I signed up for their contest and I became a sucker. Nice.
Just consider me another statistic, another conversion, but I sincerely appreciated the adventure of it all a hell of a lot more than reading a yellowing placard of “Visit Deleware – the FUN state!”.
Oh, and my RedEye appreciated winning the stare off competition for once.