“Jennifer’s Revenge Billboard” is actually a marketing strategy for the billboard itself
Agency creates “eyes on” campaign
GREENSBORO, N.C., March 27, 2013 /PRNewswire-iReach/ — “Jennifer’s Revenge Billboard” has garnered international attention with viewers asking if it is real, who is Jennifer, and what is it marketing. The Greensboro, NC billboard turns out to be an elaborate marketing strategy for, of all things, the Billboard itself and the agency behind it – OutdoorSignage.com. The question is – who benefits now that the agency has created the “must watch” billboard? And what’s next?
Kotis Holdings which owns OutdoorSignage.com (the new agency and billboard) also owns shopping centers in the area and operates several restaurants. Kotis wanted to create traffic for its retail tenants as well as its restaurant operations. It also wanted to show off the new agency’s capabilities.
The billboard is located at 1715 Battleground Avenue in Greensboro, NC. The first image on the billboard was “Michael – GPS Tracker – $250, Nikon Camera with zoom lens – $1600, Catching my LYING HUSBAND and buying this billboard with our investment account – Priceless. Tell Jessica you’re moving in! – Jennifer”. The next day a second alternating message appeared “Jessica- Meet me at Yodaddy’s at 7:00 PM for some wine therapy. – Jennifer”. And the third day the message alternated between the original and “I should have bought you flowers. – Michael”.
The billboard content was designed to draw viewers’ eyes over multiple days – a concept called “Eyes On.” Once viewers noticed it, the next step was to get them to tell others about it. Within minutes of posting the billboard, motorists were pulling over and taking photos. Two news crews arrived within hours.
Subsequent messages were designed to encourage viewers to look for the latest post. An interesting weekly themed billboard provides a springboard for advertisers to capitalize on the common content. Mattress Warehouse, a Kotis tenant and client, promptly posted “Dog House? We’ve got that size!”. Kotis’s restaurant Darryl’s Wood Fired Grill posted “Can’t decide? Ribs and Ribs Combo.” Harley Davidson, an advertiser, posted “Hey Michael, If you’re going to hit the road, you might as well do it in style…” with a photo of a man on a Harley.
There are now several advertisers and messages flashing through the billboard including ones promoting Kotis’s tenants and its restaurant operations, advertisers with a common theme, and OutdoorSignage.com Facebook, Twitter and Advertise with Us messages. The company has posted a live feed of the billboard on its website http://www.OutdoorSignage.com.
The company even filmed a video and posted it on YouTube (OutdoorSignage channel) with a handheld film of Jennifer confronting Michael and Jessica as they approached the billboard by car. The video has started to go viral and the original Imgur.com post of the billboard image has over 1 million views.
Outdoor Signage’s Facebook page has comments from fans ranging from “You won’t have any problems renting that bill board! Damn that was good! LOL” to “It’s a publicity stunt for Yodaddy’s” to “Great job with a clever campaign to get people to notice that new sign! Love it!”. Negative commenters feel that the billboard isn’t as interesting if it isn’t real, that it is too touchy a subject for a marketing effort, or that it is offensive.
OutdoorSignage.com added a final series of messages channeling the movie “Animal House” with quotes like “Nothing is over til we decide it is” and “I think this situation absolutely requires a really futile and stupid gesture be done on somebody’s part.” They took a pot shot at traditional marketing with “We could fight them with conventional media, but that would cost millions”, a play off another line in the movie. The company prepared a final shock and awe series of photos to post on its age restricted Facebook page with Jennifer or Michael’s different fantasy endings, but pulled back after consulting with their attorneys.
The company plans to end the Jennifer and Michael saga Thursday to be replaced with an Easter and Easter bunny theme. Future episodes will tackle social hot topics, humorous items, current events and advertiser suggested themes.
Kotis is one of the larger shopping center developers in North Carolina. It provides marketing support and billboard space to many of its tenants. It also owns several restaurants including Yo Daddy Dessert Bar, Darryl’s Wood Fired Grill, Marshall Free House, Burger Warfare and Pig Pounder Brewery – all located in Greensboro, NC. OutdoorSignage.com is Kotis’s new advertising agency, marketing its operations and tenants as well as third party clients.
To view this video on YouTube, please visit:
Marty Kotis, Outdoor Signage LLC, 336-209-0000, email@example.com
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SOURCE Outdoor Signage LLC