What does a costumed cat with a chocolate bar have to do with promoting a billboard company?
It does however generate curiosity.
From time to time, Lamar Advertising of Milwaukee creates self-promo campaigns that showcase the creative possibilities of outdoor advertising. Our latest campaign features a series of fake animal businesses, one of which is Dr. Mittens Lamar.
We knew our website would receive a bump in traffic directly from this campaign, but we never could have predicted how big that bump would actually be.
Two weeks after the design was originally posted, we saw a spike in web traffic. Typically we receive around 22 pageviews day. On February 4th alone, we received 16,708 pageviews.
Dr. Mittens had gone viral. Emails started coming into our office from all over the world, including one from the owner of the cat whose photo we used for the design. She lives in Russia and wanted to tell us she was excited to see her cat was famous in the United States.
During the month of February, we had a total of 28,096 visits and 38,038 pageviews. That gave us a 5,431% increase in visits over our January numbers.
We could have simply posted our web address along with a laundry list of our products and services, but we didn’t. We took a chance and thought outside the (cat)box. This campaign demonstrated the true power of out-of-home advertising. With good creative and an intriguing message, amazing things can happen for your business when you add OOH to your media mix!
So, the next time you hear someone say “Curiosity killed the cat.”, keep Dr. Mittens in mind.