Los Angeles, USA:
Ahead of the release of Chris Hemsworth’s ‘Extraction 2’ on Netflix, the streaming giant has taken a unique approach to advertising the film on Outdoor.
In a first of its kind, a set of billboards that actually sweat were unveiled, designed to immerse viewers and feel like they are part of the action.
Strategically placed on busy side streets in New York City and Los Angeles, the activation invited passersby to have a feel of its wet surface and take selfies with the larger-than-life posters, driving IRL to URL.
“The movie is adrenaline-packed,” says Netflix’s chief marketing officer Marian Lee. “We really think about testing new things. We have traditional billboards, too. But the sweaty billboards were great.”
The innovative build makes use of a timed recycled water system. Lasers were used to cut holes into Hemsworth’s forehead to replicate pores. Then, there was a water supply behind the board that was pumped through the holes at a pressure and frequency to mirror the consistency of sweat.
According to recent research conducted by Nielsen, 1 in 4 U.S. adults have posted a photo on Instagram after seeing an outdoor advertisement. OOH tools such as billboards, digital signage, wall murals, installations, are unintrusive. Instead, they allow people to come to them, allowing for a personal experience, one that the consumer has chosen to be a part of.