Automotive News reported the presence of a climbable billboard in the middle of Times Square in New York City.
The interactive media piece was put up by Toyota USA to promote their new RAV4 Hybrid. The result was a 10-story climbable billboard in New York’s Times Square that, according to Auto News, blew through the visual clutter of the plaza and created instant buzz on social media.
“Sometimes, you have to do something that puts some new kind of risk to it,” Jack Hollis, Toyota’s vice president of marketing told Auto News.
“It doesn’t really make a lot of sense to have a climbing wall in New York City,” Hollis said, meaning that it was bound to get extra attention. “Our expectations were to get people who would probably not necessarily talk about a hybrid and a climbing wall in Times Square to start talking about it.”
Hollis said he considers the campaign a hit. “I’d be lying if I said I could give you the exact return on investment on an outdoor billboard,” he said. “But I will tell you from an expectations standpoint, we’ve exceeded mine, exceeded our company’s.”