Events: Dirty Streets Make Great Canvases
City streets have a well deserved reputation for being filthy. And whether that’s a good or bad thing depends on your perspective.
GreenGraffiti, a company that uses an environmentally friendly form of outdoor advertising, searches for dirty streets where it uses stencils and a power washer to place messages on public sidewalks.
Domino’s promoted its American Legends Pizza last summer on streets in New York, Los Angeles and Philadelphia with 220 expressions and a contest added to enhance the program. People learned through a PR push that if they saw the expression, they should take a picture of it and e-mail it to Domino’s. The first 250 people to send in a photo received a gift card for free pizza.
Mike Jansen, director of operations for North America for GreenGraffiti in Toronto, says the graffiti expressions are best used as part of a larger campaign such as the Domino’s free pizza promotion.
“We challenge clients to take it a step further and make it fun,” he says. “If you make it something that is more interactive, it’s fun — and you want people to talk about your campaign.”
Got an events tip to share? Contact Patricia Odell at [email protected]
