Occasionally Perfect
For a lot of people, myself included, a billboard is just a huge print ad. Pictures. Text. Just at a really large scale. (Yes, there are digital ones now, but in general a billboard is a billboard.)
For Heineken, a billboard became something different. A few weeks ago, I noticed some buzzing on Twitter and Facebook. An impromptu concert with Broken Social Scene… on a billboard. This isn’t the first time this has happened. Heineken, with Wieden + Kennedy, did a similar stunt in NYC with TV on the Radio.
They took a basic billboard ad and turned it into an experience. With a pretty good turnout too, if I might say so. My only complaint is that apparently all of Chicago is way taller than my 5-foot-4-inches. You can read more about the event here: Heineken Light: Occasionally Perfect Billboard travels to Chicago. Or you can even watch highlights from the concert on Heineken’s YouTube Channel here.
I do have to admit though, my main point of going to this show is that my friend was sitting in with them playing trombone—but, that said, I’m glad I went because it’s good to see how others are stepping it up and turning advertising into experiences. Which for me, that’s the goal.