Up to this point, we've looked at deliberately manifesting one's own brand within the bathroom, to reinforce a branded retail experience or brand expression.First, with M&Ms, then Bass Pro Shop, and Mickey Mouse.
In this post, I flip the mirror around and examine Advertising manifestations in bathrooms - in other words promoting someone else's brand in ladiesrooms.
The first example - Addirect - originally comes from a December 2006 article in POP Times by Tim Sprinkle titled "Wash and Watch. A new technology flashes a series of ads on nightclub bathroom mirrors." Unfortunately, I couldn't locate a digital copy of the article, but if you visit Addirect's website you can experience the AddMirror effect yourself.
Managing director, Ben Grant, explains: "... because the product is a much higher-end washroom advertising tool, we're now taking on brands who wouldn't normally advertise in a washroom.... It paints a much prettier image of an advertisement when it's in a very high-tech mirror..."
According to the article, New York City can expect up to 300 AddMirror venues by the end of 2007... "Ads can be set to appear at random, in a storyboard sequence or in a mix with several different brand messages. Up to six images can be stored in the mirror at one time...."
Luckily, there's still enough free space on the mirror to see yourself.
David Polinchock comes through again with adfreak: Piss-Screen debuts, sadly lacks multiplayer. This particular concept [a game called "Peed For Speed" represents an ad for a taxi service. You can view the YouTube below or click Piss-Screen video. I wonder how effective it's been!
Now, I realize that Charmin's Times Square Toilets, Open for Flushing from 11/20/06 represents a dated story. However, it happened AFTER the 2006 Bathroom Blogfest and captures an amazing Brand Manifestation. Plunging into Experiential Marketing from 05/27/07 recounts the experience as does Cha-cha-Cha Charmin which even details the lyrics of the very catchy cha cha cha...Charmin on YouTube or click below.
Finally, consider Branded Restrooms: What's Next for Virginia's Rest Stops? for an overview of the advertising experiments and possibilities to manifest brands within the nation's bathrooms.
The lesson here is hurry up and manifest your brand in your bathrooms, otherwise someone else will and you'll no longer own your bathroom space!
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The latest Bathroom Blogfest posts include:
+ Bathroom Blogfest Stall of Shame
+ Don't Miss Bathroom Blogfest
+ Taking the brand into the bathroom, and other blogfest items
+ A family bathroom for a family restaurant
Participating in the 2007 Bathroom Blogfest are:
Kate Rutter—Adaptive Path
Laurence Helene Borel—Blog Till You Drop
Iris Shreve Garrott—checking out and checking in
Susan Abbott—Customer Experience Crossroads
Maria Palma—Customers Are Always
Becky Carroll—Customers Rock!
Toby Bloomberg—Diva Marketing
Stephanie Weaver—Experienceology
Linda Tischler—Fast Company Now
C.B. Whittemore—Flooring the Consumer
Ed Pell—K+B DeltaVee
Helene Blowers—Library Bytes
Claudia Schiepers—Life and its little pleasures
Katie Clark—Practical Katie
Sandra Renshaw—Purple Wren
Reshma Anand—Qualitative Research
Marianna Hayes—Results Revolution
Carolyn Townes—Spirit Women
Sara Cantor—The Curious Shopper
Anna Farmery—The Engaging Brand
Dee McCrorey—The Ultimate Corporate Entrepreneur
Katia S. Adams—Transcultural
October is National Kitchen & Bath Month!
Don't forget to check the Bathroom Blogfest group site.
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