Making a Mark: Sharpie Guerrilla Marketing
Break a leg--or an arm? Sharpie's clever guerrilla marketing billboard encourages individuals to digitally sign an arm cast.
The company constructed interactive billboards throughout cities to promote the usage of the Sharpie permanent markers that are commonly used to sign casts. The billboard has sparked not only the interest of those who find it, but the creativity reflected with Sharpie markers.
Most of us have sign or, unfortunately, had our casts signed by our friends and family. The act is nostalgic and creative in nature. Placing our marks on a cast is an interpretation of the "Get Well" card or a signal that you are close with the person who has been afflicted with a broken bone. These emotions and common tropes are incorporated into the design of Sharpie's touch screen billboard. The company builds brand awareness and increases business by tapping into the nostalgia from signing a cast as a kid.
The combination of traditional billboards with touch screen technology was a great marketing move for Sharpie. It seems no one has a bone to pick with them.
