Train-Interior Graphics, Social Media Fuel Innovative LL Bean Campaign

When commuters riding the Metro North Railroad, which connects NYC to outlying suburbs and various Connecticut locales, are cramped for their daily commute, they probably daydream often about being in a bucolic outdoor setting. A poster campaign, which Metromedia Technologies (MMT), NYC, executed for clothier LL Bean, achieved the dual campaign of helping riders fulfill that fantasy while jointly promoting LL Bean’s recently opened store in Ridge Hill, a shopping center in suburban Westchester County with the shop’s Twitter presence.

The four posters’ designs feature LL Bean coats with a hole inside the hood where Metro North riders could take their pictures and tweet the images to enter to win an LL Bean giftcard. Using sturdy, 80-lb. cardstock, MMT printed the cards with on a 40-in.-wide, six-color, lithographic printer, then die-cut the holes where would-be winners could take mugshots. MMT printed 1,800 posters for the campaign, which will run throughout out the fall.

MMT’s Abhi Vyas said, “This is going viral, and it’s a great example of merging the power of out-of-home advertising and social media.”