Beginning on Dec. 4, Jameson's Whiskey will launch an outdoor projection-media campaign in high-traffic areas where many of Jameson's target consumers will be out and about, around restaurants and bars.
The interesting angle to this outdoor campaign is the seemingly live interaction the billboards will have with potential consumers. AdAge reports that the projected screens will look as if someone is typing out messages to passers-by, even though most of the communications have been scripted and automatically programmed on a seven- to 10-minute looping movie file. In New York and Los Angeles, however, a copywriter will actually type out messages in real time via a laptop to interact with those near the projection.
It sounds like it could potentially be a very fun campaign, especially for the copywriters who are typing live and interacting with passers-by. The campaign is set to launch in New York, where it will run for three nights before touring the rest of the US for the remainder of December.