A Missed Opportunity in the South Loop

What's With The Random Mastercard Ad?

08/14/2010 4:46 PM

By Blagica Bottigliero

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It never ceases to amaze me. When there are opportunities to bring innovation and information to a community, weird decisions let me down. On a recent Dairy Queen run with some good friends, we stumbled upon the wraparound MasterCard advertising that is taking over the building at 9th and Wabash. For the longest time, I was only aware of the ads on Wabash. Turning left on 9th Street, we noticed an interactive kiosk. The kiosk is supplemented with a camera, cleverly displaying your image from the street. Instead of using this technology to help the neighborhood, MasterCard would like you to buy something instead. Huh?

I honestly can't tell you the goal of the ad. I was entertaining my daughter and laughing at the fake email addresses my friend inserted in the display. Sure, a passerby can send a picture of themselves from the kiosk. I 'think' there was an ecommerce element to the tool, but not exactly certain as to what it did. Huh?

With such a large piece of ad space, THIS is what the building developer thought would be a good idea? Well I have some other ideas they may want to consider:

-Stream neighborhood news results from Everyblock
-Announce new restaurants
-Provide specials from the neighborhood
-Enable residents to submit congratulatory messages to loved ones
-Provide a platform for the Alderman's office to inform the 2nd ward of goings on
-Play a movie
-Display units for rent/sale in the area

Get my drift?
Bueller?




1 Comment - Add Your Comment



By Jen from Wicker Park
Posted: 08/15/2010 9:00 PM

B - I've seen the same in Wicker Park but I don't think we have the interactive/email feature. Do you know which agency planned this or the OOH company that posted? I keep looking for credits from the ads but haven't seen any.