During the Sundance Film Festival 2009, January 15-25, in Park City, UT, 10 taxis wrapped in vinyl that feature Ray Ban “Truth or Dare” graphics will circulate through the city. In one cab, riders can choose a “truth or dare” that can land them in a video role posted on www.ray-ban.com.
Outdoor media company Show Media (NCY), planning agency Vizeum and media-buying firm Posterscope NY helped the sunglasses maker stage this unique promotion. Filming for the “truth or Dare” campaign will take place during the first five days of the festival, and footage will be shown as 30-second videos on the Ray-Ban website. Winners of the contest will be flown to the next Sundance Festival free of charge.
Recently, Show Media provided the rolling platforms for a 3-D taxicab advertising campaign for apparel giant Levi Strauss & Co. The effort featured 3-D displays of an unbuttoned pair of iconic Levi’s® 501® jeans, installed atop 400 NYC taxis.