To drive awareness of their new shake combinations and to drive website traffic, Baskin-Robbins used a multi-faceted OOH campaign on Atlanta’s MARTA. To start, Baskin-Robbins partnered with OUTFRONT Studios to create a fake competitor, Bobo’s Backyard Combos, with ad copy lines encouraging consumers to visit Bobo’s website. Baskin-Robbins used two sheet posters to advertise Bobo’s unique and unappetizing drink, pictured directly next to their own new sundae shakes. Consumers that visited Bobo’s website, were directed to a Baskin-Robbins landing page offering a tastier sundae shake. Over 580 unique consumers visited the
Drink Bobo's website, peaking 770 page views. Additionally, 9.4K consumers were reached on social media over the 4-week campaign flight.
Read the full
case study and remember OOH drives 4x more social and search activations, per ad dollar spent, than any other medium.
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