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PEEL-TO-REVEAL BILLBOARD FOR POPPI’S NEW SOUR APPLE FLAVOR
Objective
UNVEIL POPPI’S NEW LIMITED EDITION SOUR APPLE FLAVOR WITH AN INTERACTIVE PEEL TO REVEAL BILLBOARD IN NEW YORK CITY.
Campaign
POPPI TURNED A STREET-LEVEL BILLBOARD INTO AN INTERACTIVE PRODUCT REVEAL, USING 500 BRANDED “PEEL TO REVEAL” STICKERS TO COVER THE CREATIVE.
FANS WERE INVITED TO PEEL AWAY THE STICKERS, GRADUALLY REVEALING POPPI’S NEW SOUR APPLE FLAVOR UNDERNEATH. SELECT STICKERS FEATURED “SCAN TO WIN” QR CODES, GIVING PARTICIPANTS THE CHANCE TO WIN PRIZES. THE ONLY WAY TO FIND OUT WHAT THEY WON? PEEL IT. SCAN IT. SEE WHAT’S UNDERNEATH.
Results
WITHIN JUST TWO HOURS, EVERY REMOVABLE STICKER HAD BEEN PEELED AWAY, FULLY REVEALING THE SOUR APPLE BILLBOARD UNDERNEATH.
WHAT STARTED AS A TRADITIONAL OUTDOOR ADVERTISING PLACEMENT BECAME THE EXPERIENCE ITSELF, TURNING FOOT TRAFFIC INTO ACTIVE PARTICIPATION AND CREATING A PHYSICAL INTERACTION BETWEEN CONSUMERS AND THE NEW PRODUCT.
CURIOSITY DROVE THE PEEL. THE REWARD DROVE THE SCAN. AND THE BILLBOARD BECAME IMPOSSIBLE TO IGNORE.
Key Facts
Formats
INTERACTIVE BILLBOARD
Markets
NEW YORK
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