Though posters are one of society's oldest advertising medium, they're also the least popular, particularly in a world of 24-7 digital content, mobile devices and pop up ads. Well, at least that's the logic behind a new campaign in South Korea to reboot the relevancy of the old-fashioned movie poster.
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Seoul-based ad agency Cheil has created a "Wi-Fi Poster" campaign for South Korean film studio CJ Entertainment. As a promotion for the movie being advertised, the poster distributes a free Wi-Fi network to those close enough to pick up the signal. Users simply log on by selecting the network name, which conveniently happens to be the title of the film. Once connected, users are steered toward a cache of trailers and online information about the movie.
The project seems geared towards those encased back-lit posters commonly seen in public or in subway stations, if anything because they offer space to conceal a router behind the glass frame.
Though the campaign's "trailer" video doesn't specify whether users are able to access non-movie related sites, it's assumed they will. If anything, a service like this could lure the invasive species currently threatening our local coffee shops to new spawning grounds. I'm of course talking about the ubiquitous laptop squatters who clog any cafe offering free Wi-Fi. True story: At a coffee shop in Chicago, I once saw a group of six real estate agents pull three tables together to conduct a business meeting, complete with a desktop computer and a desktop printer the size of a mini-fridge. Not cool, guys. Not cool.
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Perhaps these posters could coax Wi-Fi vampires to seek networks elsewhere and make it a little easier to find a seat to enjoy coffee and bagel. Regardless, check out the Wi-Fi poster's video as it spoofs the classic Hollywood blockbuster trailer, gruff-throated voice-overs, flashing graphic and all.
Credit: YouTube screengrab, CJ Entertainment