This is a genius marketing idea 🤯

@roiinmarketing

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SoundTikTok sound · original sound - roiinmarketing

Promoted product

Cafe Pele

Why it worked

The campaign leveraged the psychological phenomenon of contagious yawning, creating an unexpected and interactive experience that was highly shareable and memorable. It tapped into a common human response to create a direct, albeit indirect, association with the product.

Summary

A coffee brand, Cafe Pele, created an interactive billboard in a busy subway station that featured a man yawning. The billboard used motion sensors to detect people yawning and would then make the man on the screen yawn back, aiming to trigger a contagious yawn response. The campaign concluded with the screen displaying "Did you yawn too? Time for coffee.", promoting free espressos.

Structure

1Introduction to a genius marketing idea
2Interactive billboard in a subway station
3Billboard triggers contagious yawns
4Campaign message: "Time for coffee"
5

Original caption

A coffee brand built a billboard that literally makes you yawn. 😴 Would it work on you? #marketing #advertising #branding #viralmarketing

More from @roiinmarketing

Product placement

Cafe Pele (coffee brand) ACTS - it is the brand being advertised by the interactive billboard campaign. Removing it would change the video's purpose. The billboard itself is an interactive digital billboard that reacts to people's yawns. Removing it would change the video's content.

Call to action

What do you think of this marketing campaign? Make sure to follow @roiin for more marketing inspiration.

On-screen text

This is a genius marketing idea GENIUS. MARKETING. BUILT A BILLBOARD YAWA MARKETING THIS IS CAFE INTERACTIVE BILLBOARD A BUSY STATION. SCREEN SLOWLY OVER AGAIN. CATCH. BILLBOARD. SENSORS. THE MORE COMMUTERS PAST, THE MAN DIGITAL YAWNED THEM. SO PEOPLE AROUND SOMEONE THIS DIDN'T YOU WERE AND YAWNED FLIPPED, TIME GENIUS, YOU YAWN TOO? TIME FOR COFFEE OBVIOUSLY CAFE'S STANDING HANDING OUT ESPRESSO WHAT DO CAMPAIGN? ROI IN FOR INSPIRATION.

Transcript

This is a genius marketing idea. GENIUS. MARKETING. BUILT A BILLBOARD YAWA MARKETING THIS IS CAFE INTERACTIVE BILLBOARD A BUSY STATION. SCREEN SLOWLY OVER AGAIN. CATCH. BILLBOARD. SENSORS. The more commuters PAST, the man DIGITAL YAWNED THEM. SO PEOPLE AROUND SOMEONE THIS DIDN'T YOU WERE AND YAWNED FLIPPED, TIME GENIUS, YOU YAWN TOO? TIME FOR COFFEE OBVIOUSLY CAFE'S STANDING HANDING OUT ESPRESSO. What do CAMPAIGN? ROI IN FOR INSPIRATION.