This is interesting. A digital brand like Yahoo! goes offline and uses outdoor advertising (yes, interactive billboards) to explain the features of the mobile apps for Yahoo! Mail, Yahoo! Messenger, Yahoo! Sportacular and Flickr. Created by Goodby Silverstein & Partners the campaign is currently running in San Francisco.

The city becomes your playground (and this is not new), players earn points for their neighborhood and at the end the winning "team" will get a block party with a performance by the band OK Go.

For once, am I allowed to say I don't like this initiative? It looks too complicated and artificial. And the recap video they put together doesn't give me the feeling of spontaneous engaged interactions. What do you think?

Every time I pass by one of these ads, I see someone interacting with it, so the response rate seems to be fantastic. Not sure how effective they are at getting the Yahoo! brand out there, but they are pretty good at getting people to play around with them.

Posted by: Cory O'Brien at December 7, 2010 09:59 PM