I'm going to have to ride a Toronto subway just to find one of these new advertisements. What has BBDO done?
BBDO created a subway poster that has a fully functional headphone jack imbedded in it, which plays samples of various exclusive tracks available at pepsiaccess.ca. There are close to 100 posters playing 12 different tracks running in Toronto and Vancouver from now until the end of summer.
Every Pepsi comes with a PIN, which can be redeemed for access to ultra-exclusive music, concerts, events, etc. at pepsiaccess.ca. This poster plays a 30 second track sample of “Crazy” by Gnarls Barkley. After an announcer says: “That was a taste of an exclusive track from Gnarls Barkley. Check out pepsiaccess.ca for more.”
I think this is a really innovative use of technology. It recognizes and leverages the technology that so many people are carrying - music players. I can't wait to see more of this kind of thing. Wait till a company like BBDO discovers Bluetooth? Imagine how cool it would be to send a 30 second track to your cellphone?
As for the music-enabled-poster, I wonder how many people will try it? There'd be no technical reason not to try it, although people might feel silly unplugging their headphones and sticking them into the poster's jack. As for me, if I find one in and about Toronto, I'll take a pic and let you know what I thought of the experience. I'm sure my iPod will forgive me a 30 second indulgence.
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