Baywatch Billboard Uses Weather Data For Marketing

Thinking outside the box where your outdoor electronic signs are concerned is always a good idea if you want to keep ahead of the competition, whatever industry it is you’re in. Innovative thinking will always help you increase your foothold – and with technology on your side, that’s a killer combination.

If you’re looking for a few ideas, check out what the masterminds behind the Baywatch movie marketing campaign have been up to. According to Ad Week, billboard ads have been erected that make use of weather data to really target their chosen demographic.

So… the ad on the billboard will change depending on what the weather’s doing. If it’s raining, it reads “rain got you down? Summer is coming”, while if it’s snowing the sign changes to say “frost bites. Summer is coming”. And if it’s a bit on the chilly side, the sign changes to read “damn, it’s cold. Summer is coming”.  The film is due to be released in May this year.

Weather-triggered ads have become quite appealing to those in the advertising and marketing world – and it’s not hard to see why. Other brands that have done similar to Baywatch include fashion retailer Burton, which had a weather-responsive tile on its website that showcased various clothes depending on what the weather was like for the user in question.

And back in 2015, Pimm’s launched its own weather-activated campaign, with billboards showing the local temperature. When it hit 21 degrees C, the ad popped up on the board with a bottle of the drink and the caption “best served with sunglasses”.