Don’t Just Give a Message, Have the Audience Participate

By Brittney DeRuiter

People want to feel like they are part of something, and that is why they participate. Events are supposed to be fun and engaging. So, why not have advertising that does just that? The Indianapolis Cultural Trail Run & Hunt had the city – even me, an outsider – feeling part of the event days before it even started.

Vehicle advertising is nothing new, but this event promotion took it a step further. The Indianapolis Cultural Trail Run & Hunt took an everyday object (city transit bus) and the practice of mobile marketing to a new level of participation. Individuals painted the IndyGo bus over the course of a few days in the city’s downtown area, resulting in an increased interest as well as the beginning of a  word-of-mouth marketing campaign.

Press releases, websites, and flyers help, but there are ways to go beyond the static informational phase of event marketing. The bus artwork creation had spectators feeling like they were part of the event. When people feel associated with something they are more likely to be a champion for it. Whether it is a charity run, a workout class or a book club, people like to interact and be part of the bigger picture. In this case, the bus painting helped people to spread the word, be reminded of the event, as well as jumpstart their participation.

Taking It To The Streets Takes On A New Meaning

By: Brittney DeRuiter

Pedestrians see advertisements and messages lined on buildings, signs and even passing cars. In many cases, the mass quantity of messages bombarding consumers all at once throughout a city can become the equivalent of white noise. During a recent visit to Indianapolis, I was excited to see that the city has taken a different approach to cut through the white noise and communicate messages in a creative way.

Crosswalks are frequently traveled (usually in a hurry) and are often forgotten space; however, Indianapolis’ crosswalks caught my attention with bright colors and meaningful messaging. Not only is the city using what space they have to help visitors and residents remember the downtown area, but this creative messaging also serves another purpose – organization.

The city buzzes with diversity, and Indianapolis is helping to organize the movement of downtown traffic by designating areas for different modes of transportation. Crosswalks now include labels and spaces for bikes, disability transportation, and pedestrians. Not only does this use of messaging help people remember proper pedestrian etiquette, but it also helps tourists understand the flow of the city. This use of messaging helps Indianapolis crosswalks take an area of space and create a lasting diagram for pedestrian progression.

Throughout the years, crosswalks have been used for unconventional advertising efforts, but these blank canvases are mostly abused and forgotten. Indianapolis has taken the space to organize the downtown area. What message would you want to convey?