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Milky Way Doing it the Right Way

Ambient marketing, or place-based marketing, can be very effective as it gets the company or product message right into the target markets environment; usually by creative means.

Here is what I consider a fine example from Milky Way.

Milky Way Movie theater line barrier

Courtesy of AdsoftheWorld.com

Milky Way Seatbelt

Courtesy of AdsoftheWorld.com

Milky Way Conveyor Belt
Check out the conveyor belt in action.

These were all done by BBDO New York, USA.

All three of these beat out the other two in at least one way:

Movie theater: Best location. What does everyone in the movie theater line buy, or at least look at? Candy! The delicious, caramel filling of a Milky Way is on their mind before the purchase.

Taxi cab: Longest potential interaction. I say potential because many New York taxi passengers may be in and out of the car very quickly without wearing the seatbelt. However, those who do value their lives will physically touch the “Milky Way” and be exposed to it for as long as their ride lasts.

Conveyor belt: Most captivating and engaging due to its movement.

My favorite is the conveyor belt; I think attention is more easily grasped by movement. Which is your favorite? Which do you think is more effective? Do you have any ambient marketing examples? Please share.

Bryan Ricard Advertising, Marketing , , ,

  1. June 13th, 2010 at 19:56 | #1

    My favorite is the conveyor belt as well! Perfect for the supermarket, right next to the candy bars.

  2. June 13th, 2010 at 20:08 | #2

    I also love the conveyor belt! However, it’s kind of random — I wish they could find a way to take that concept and use it for the sticks you use to separate your groceries from others’. Gosh…now I’m hungry for a Milky Way :)

  1. June 8th, 2010 at 18:49 | #1