Last week I read an article on AdWeek about Vitaminwater’s new USB-powered bus shelter ads (created by Crispin Porter + Bogusky) where people are encouraged to interact with the ad by charging up their electronic devices while they wait.
The article itself was not flattering, predicting the campaign would short out, so to speak. Would the USB slots be used to launch cyber attacks? Or would lowbrow vandals simply stuff them with chewing gum (or worse)?
Well, during my mid-afternoon espresso run the other day, I happened to spot one of these ads at the corner of 23rd and Park in Manhattan, and here are my thoughts on this gimmick concept:
- New York is a subway town. How long are you standing around waiting for a bus that you can actually charge your iPhone? The only people who have half an hour or more to spend at a bus stop probably live there.
- It’s wireless…sort of. There are three USB slots, but no cables, so unless you have your own cable in your pocket (don’t we all?) you’ll need to run across the street to Staples or Radio Shack in order to use the ad.
- It’s not ergonomic. There’s not really a comfortable way to hold your phone while recharging. If you’re perched on the edge of the bench with your arm extended outward, you might be able to hold that pose for a few minutes, but eventually you’ll need to switch arms, which is guaranteed to look and feel awkward.
- Most importantly: Not a single one of the USB ports was working when I actually brought my cable and, looking like a tool, plugged my iPhone into the poster.
No, it wasn’t my authentic frayed Apple dock connector cable’s fault. It works just fine.
Look at this fabulous display of workmanship!
So, if Vitaminwater is saying that you don’t actually get a real energy boost while showing the world that you’re a mark who drinks a $2 bottle of colored sugar water with questionable nutritional value, then this ad may accidentally be telling the truth.
dM
