Magazine article ADWEEK

'Are Live Billboards a Good Way to Get Attention or an Overused Gimmick?'

Magazine article ADWEEK

'Are Live Billboards a Good Way to Get Attention or an Overused Gimmick?'

Article excerpt

I think it is like any other type of device. It depends on how entertaining and engaging it is. We've used people to throw eggs at a billboard, and it was an effective illustration of what happens when a train impacts a car. If it's done right, it can be effective. If it is germane to the product, it can be very cool, very hip.--Eric Hartsock, president, cd, Underground Advertising, Baltimore

'Overused gimmick' seems a little insular; I can think of the Calvin Klein one and the Adidas one. But I've never driven by a live one, and I've lived in Minneapolis, Boston, New York and Chicago. I would be thrilled if it got to the point where we could talk about it as an overused gimmick. [When I hear about a live billboard], I think, 'Wow, there's a client who gets it-they're putting something out there to excite us.' I hope it gets more mainstream so more clients get in on the fun. …

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