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  • Stanley posted an update in the group Group logo of Experiential Branding & Communications Experiential Branding & Communications 5 years, 10 months ago

    Recently I have noticed that advertising has taken new steps towards bringing the brand closer to our everyday lives. On my daily commute to work I was passed by a car emblazoned with the Red Bull logo and matching paint. To my surprise, it also had an oversized Red Bull can on the back of the vehicle. While I am used to the smaller advertisements that companies place on their rear windshields or bumpers, this was shocking to see while driving on the freeway. This is quite the departure from the standard billboard advertising that many companies employ. While I have seen similar forms of vinyl decals used on public transportation services, namely buses, I have not previously witnessed the technique employed on personal vehicles. The concept seems like a novel one with the potential to reach out to untold numbers of consumers. After reading a wired.com article on car wraps, I became especially intrigued as to whether or not the advertising method is truly viable. To those of you who have been exposed to this form of advertising, what are your impressions of the car wrap method and do you believe it is a viable as a form of mobile advertising?

    • I am no stranger to wrap advertising as it has been a regular staple here in Las Vegas. During my daily commute I see a few vehicles like this, most notably one very similar to the Red Bull car. The vehicle, however, also has conical flames coming from the bottom of the cans that light up blue from LEDs that activate as the car is driving. It truly is quite a sight to behold and one that matches perfectly with the bright lights of the Las Vegas Strip.
      I digress; wrap advertising is a form of marketing that is very regional due to the limited range of exposure that will come from a small vehicle like a car or SUV. Buses are more ideal due to their larger size and visibility, but they lack the customization available to private vehicles. This is something that I believe has value in the sense that dense metropolitan locations such as New York City, Las Vegas, and Dallas would allow for maximum exposure through both commuter traffic on highways and foot traffic on surface streets. However, this is not an ideal form of advertising by any means. Companies that are known for their flair have the opportunity to employ this marketing technique, but reserved brands like Brooks Brothers would probably have negative returns from this sort of campaign.

      • I agree with you in terms of how much utility can be derived from a similar endeavor by a smaller company, namely those that present a more modest front. However, I question whether wrap advertising would lose much of its value in non-metropolitan locales. Much of the advertising I have seen consists of a vehicle with the company name emblazoned on a rear windshield or a logo proudly displayed on the side of a car. This may not be as prominent as a full car wrap, but it still has a similar form of visibility and can project both company information and design.

    • This is one of those gimmicky advertising fads that will stop once people realize that it’s a waste of time. How often do you see one of these cars? Once or twice a month? How often do you have enough time to actually notice what is on the car? This sort of stuff works for buses because they’re always stopped to pick people up. So many people use the bus that there has to be people that notice it, but people don’t pay attention to cars that pass by. People aren’t going to spend the time of day to read what’s on a car when they have their own agendas to focus on. Maybe there will be the handful of people who are at a stoplight next to the car who will read it, but it’s not like people will follow the car to find out what they’re advertising. Give it a few months and this will disappear and we’ll finally have a little less traffic on the roads.

      • While it does vary from city to city, wrap advertising has its highlights, namely in the ability to be a hugely mobile platform. For some areas, yes, the advertising may only catch you on an occasional basis, but in high traffic commuter areas they are much more common and effective. Living in Las Vegas, I can attest to the fact that, when done properly, it only takes a second to notice the advertisement, be intrigued by the design, and remember the name of the company. Granted, most are not as flashy as the Red Bull cars that Stanley is referencing, but all the same, wrap advertising is an effective marketing tool, especially in consumer-heavy markets.

      • On another note, ironically, the first thing I think of when I imagine a themed bus is the Oscar Meyer Wienermobile from my days spent in New York City. (If you have never seen it, I have added a link to a picture) Some forms of advertising, if interesting enough, will have longevity and persist despite similar forms being obsolete. Depending on the environment that the wrap advertising is employed, there is the potential for viability.
        http://upload.wikimedia.org/wikipedia/commons/thumb/8/8a/Wienermobile-NAIAS-2005.jpg/360px-Wienermobile-NAIAS-2005.jpg

        • With a place like Vegas a car with some flashy colors is going to be outshone by all the glitz and glamour of the city. The same thing applies anywhere where the city itself is nice to see. Who would care about a car when you can see all of NYC or Vegas? Something like that hot dog is only memorable because its the size of the bus and it has people who use terrible puns. Which goes back to what I was saying – it works for BUSES. A car is too small, too unimportant to make for good advertising.

          • If you can make a connection with the people then anything can be memorable – it just happened to be a giant driving hot dog. The entire point is that this is a vehicle with some sort of design, paint, or logo that catches they eye. Unlike the regular single-shade cars, these really jump out at you. It is not some sight to behold that you specifically are searching for, but when you see something as striking as a car then you will remember it.

      • Living in a more suburban area does limit my exposure to this form of advertising, but it does come up quite often during my regular trips into the city. The cars, though centralized to the metropolitan area and rarely venturing outside of the heart of the city, have wonderful exposure while traversing through the web of city streets. The constant ebb and flow of the tides of traffic facilitate the fact that the vehicles require a minimal exposure time to be wholly effective. Highways leading into the city are not so open that they are devoid of traffic, making them a effective, albeit slightly less viable, source of exposure.

    • I don’t think I’ve seen anything as crazy as that Red Bull car, but I’ve seen some cars that are like this. Most of them are pretty interesting because they look so different, but I never get to actually read what they’re trying to advertise. Are the ads stuck on company cars or do people sign up for them? Do you think something is in that Red Bull can on the car?

      • I can relate to how you feel about the wrap advertising. With people in such a rush nowadays, it is difficult to even catch more than a glimpse of the car’s advertising as it passes by. Most of the cars with this advertising are company cars that are used for promotional activities, but these are only seen where the brand is heavily pushing its presence. I would say that smaller companies are advertising using their own cars in this fashion as well. There are those who are contracted to have car wraps on their vehicles, though I would say this is a shrinking trend as companies are looking towards more in-house outlets.
        As for your second question, I doubt the can has anything in it – simply a design piece.

      • I would agree with you, Dean, that it is sometimes difficult to make out what the vehicles are promoting in particular, but the fact that they catch the eye is quite valuable regardless. Within a city is not uncommon to have the same commute daily, and if the advertising vehicle takes a similar route each day it is bound to reach out to the same individual who will, this time, pay closer attention. From what I have noticed, most of the promotions are placed on company-owned vehicles in order to maximize the value received from having the vehicle operated throughout an area. I would not doubt that there are some who end up being hired as drivers for these vehicles or who allow their car to be branded for a fee. The can could possibly operate as a storage container for Red Bull products. However, all the additional weight suspended by the can would probably require more structural support. Due to the risk posed by such an object, my reasoning suggests that the container is probably hollow as to not raise the center of gravity of the vehicle.

    • That is one eye catching way to advertise an energy drink! You’d think that the paint and the decal were enough, but can you believe that they even threw the can on the back of the car? I don’t know whether to laugh at how ridiculous it must be to drive that thing or to cry because I never thought of advertising like this! I’ve never seen anything like it, but I know that if I had it would leave a pretty lasting impression on me, that’s for sure. 🙂 Imagine if you had an entire fleet of cars like that – you would be visible to the entire world! Looks like you stumbled upon something that I may have to steal for my own business ideas in the future 😀

      • I have to say, when I laid my eyes upon it I was in a similar state of surprise. To think that advertising would evolve to this point was beyond me, and to witness that, even now, promotional displays are continuing to assimilate themselves into our daily lives just shows how much room we have for improvement to current business techniques. I would not doubt that as technology progresses further our advertisements will find ways to maximize their exposure to them as well.

        • Yeah, innovation does that to you 🙂 Makes me feel kinda old knowing that I saw us go from the radio jingles to the commercials and now cars wrapped with crazy colors and logos. Old, but amazed by how far we’ve come! 😀

    • So I’m trying to read up on some older posts, so I’m gonna throw out my opinion in here too. I don’t think stuff like this matters to me and being an advisor, but I’ve seen those wacky ads sometimes. I think I like the regular ads, the ones that are simple and neat, more than those big flashy ones. They’re really distracting. I know we have a company nearby that uses that car paint thing to promote their health products (they sell that protein and stuff body builders use to bulk up) and it seriously is one of the loudest ads I’ve ever seen. I don’t think that sort of ad is for me, and when I see it I instantly dislike the company for doing it.

      • I understand your sentiment; this sort of persistent advertising is not necessarily a good fit for everyone. However, you have to admit that it does have some merit. Something so visually drawing is just begging for attention, and there are those who will take notice, meaning more eyes and potential customers will see the ad.

      • I echo your opinion when it comes to these advertisements because they seem to be more of a ploy to attract attention with their vibrant visuals. I do believe that this is quite the viable advertising method, yet I think it is a little tasteless at times. Just recently I saw an advertisement for a gym that had a picture of an extremely muscular couple screen printed on the body of the car. The picture was somewhat disturbing (it was akin to this picture in terms of muscular proportions, http://mastermuscle.files.wordpress.com/2012/08/bodybuilding-couple.jpg) because it had covered the entire length of one side of the vehicle. There was little else besides the name of the company and the address, but at that point I was disinterested. When vehicle advertising is used in a tasteful manner, it is much more acceptable, but I do not believe that all forms are fully effective. As my example shows, there are some companies that push the limits of this advertising and instead alienate customers.

      • Hey now, don’t forget about your good buddy Ron! I’m glad to see that you’re taking my advice and looking through everything we’ve got on here 🙂 Things like this aren’t for everybody, so that means that the ad isn’t doing so hot 🙁 But that just means it’s time to come up with something new! 😀 Something that’ll wow anybody and everybody out there who sees it. Who knows, maybe you’ll be the one to do just that 😉