On election night at the Hyde Park Hair Salon in Chicago, where Barack Obama gets his hair cut, more than a hundred neighbors and friends toasted the historical outcome with a cocktail provided by spirits company Rémy Cointreau, called “The Obama Knockout” (Rémy Martin cognac, Cointreau, cranberry juice and pineapple). The nod to history is just one aspect of Rémy Martin’s new marketing campaign, which runs through November and turned exclusively to out-of-home and alternative media to build sales for the critical holiday season.

Along with holding stealth VIP parties for  consumers, Rémy Cointreau took out an unprecedented array of both traditional and nontraditional out-of-home media, including directional audio technology, street-level billboards, animated ads in subway tunnels, text messaging, graffiti gates, projected images, even holographic street mats.

More and more, advertisers are considering OOH as a three-dimensional medium that can overcome the limitations of traditional media. “Outdoor lends itself to the innovation that you see in the digital world, but is physically out there,” said Martha Peterson, managing partner, account leader at Mediaedge:cia, which planned the Rémy campaign. “It can provide a 360-degree engagement.”

read it here