The giant glittering scissors and obscure hashtag are enough to piqué my curiosity on this one. Searching Twitter and Google for this hashtag will eventually get you to Project Runway’s promotion where they ask their Twitter followers to send in pictures of how they make an accessory or outfit work. This billboard might get some new viewers, but the real point is that it creates a stronger bond with an already loyal audience.
If you want to integrate your out-of-home with your social media, this is the way to do it. Make the social push the entire purpose of your ad; don’t relegate a hashtag to a bottom-right-corner afterthought. You will be sorely disappointed if you don’t.
On a side note, if you’re interested in how they got those scissors to look all cool and spangly, check out SolaRay from Radiant Manufacturing.
[via Daily Billboard]