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During the winter, advertisers tend to offer refuge to the public by installing heated units into bus shelters or street furniture. These installations increase the amount of dwell time and exposure to their brand. Sit back with a warm drink and read on for some creative examples - from Kraft in the USA, to Chocomel in the Netherlands and more:
There was access to free wireless internet that accompanied a very bright animated poster.
Their hands felt pleasantly warm, as if they were holding a mug of hot chocolate.
People were asked to place their hands on the large saffron bun to warm their frozen hands. At the same time they felt the scent of Christmas.
Kraft gave samples of a new variety of Stove Top, called Quick Cups, to commuters and passers-by at half of the heated shelters. Such “experiential marketing” is intended to entice consumers to experience products or brands tangibly rather than bombard them with pitches.
“Advertisers are looking for new and unique ways of reaching, and reaching out to, consumers,” said Jean-Luc Decaux, co-chief executive at JCDecaux North America in New York