On the streets with Adidas’ GigaRides
Promoting new sneakers on truck sides lit up
February 14, 2006
The athletic shoe manufacturer is taking its animated commercial into the streets on trucks mounted with video screens. The trucks, belonging to Mobile Adz of Chicago, will cruise the streets of Chicago, Dallas, Indianapolis, Minneapolis and Orlando.People are looking for eye candy, and this truck is what does it, says Mobile Adz owner Craig Flynn. The trucks come out at night, starting at dusk, and target high-traffic urban areas.
The trucks use three extra-bright video screens, each measuring 6 foot by 8 foot, giving approximately 100 square feet of ad space that can play video, including full streaming video. Audio is available as well, subject to the particular city’s noise restrictions. The videos can play while the truck is parked or in motion.
Another advantage of the medium: It can play any digital video content without much modification, saving advertisers in production costs. Essentially, the same ad created for TV can be played with full audio on these trucks out on the streets. Still images can be used as well.
To help measure impressions, cameras are mounted on the corners of the truck to capture the traffic around it.
Other clients whose videos have played on the video trucks include Siemens Medical, Pepsi and Fuji. Mobile Adz is the first outdoor medium in the new Adidas campaign.
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