Would you call this green marketing or truck marketing? Perhaps both. Or how about creative green marketing? It’s creative, attention grabbing, and fun. It may even be dangerous. I’m a golfer and one look would draw my eyes from the road to this green on wheels. Quickly!
Few will forget this and I’m sure it’s become a topic of conversation around Vegas, where this truck was noticed. Granted, the exposure or advertising reach is limited because only one truck can be one place at one time. However, since a family relative saw this in Vegas, posted it on Facebook, I’m sure the digital and viral shares have caught more eyes in a matter of minutes verses miles. Viral exposure is quick and includes expansive reach beyond the “reach” of traditional, physical advertising. The internet can do in five seconds what would take five trucks 50 miles in five hours to do. There’s no comparison.
In advertising we marketing consultants and professors often speak of reach, frequency, and impact. This moving golf green truck has limited reach and frequency, but significant impact. At least that’s the physical case.
Impact means it’s high visibility. For example, an ad placement on the inside front cover of a magazine draws more attention than an ad placed in the middle of a magazine. Or, an ad placed on the back cover is a great example of a high impact ad. In the case of this “green truck,” just seeing it creates a memory. That’s impact.
Perhaps the key here is to post this online, just like I’m doing, to create significant reach. As noted, a family member posted this on Facebook and I saw it. The rest is history. The truck now travels both the Vegas place and cyberspace.
Scream “digital four” so you know it’s coming!
By Stuart Atkins
Leave a Reply