What's Happening in Toronto, ON…

James Ready, a Niagara Falls beer company had a unique idea for a marketing campaign; why not let their customers design the latest billboard advertisements? The company asked customers to upload images and messages for billboards, and then printed billboards thanking specific customers for their designs and support.

The mastermind behind the campaign was the Leo Burnett Toronto advertising agency. The aim was to keep their customers connected to the brand and to remain loyal even if the company had to raise their prices. The impetus for this campaign was that the company only charges $1 per beer and Ontario taxes were threatening to raise the price of the beer.

There are so many ways that this type of campaign could be used and with different media. For example, if a charity event in the city of Toronto needed low-cost advertising they could ask volunteers to send them images or design ideas. These ideas can then be passed onto banner or poster printing firms who would create the advertising products for a very low cost. Then the Posters or Banners can be spread around the city to promote the event. Those who submitted designs would be flattered by the attention and their friends, work colleagues and families might be more likely to either donate money to the charity or attend the event.

It really is a win, win situation. The charity gets the advertising and the volunteer gets the recognition. They will be more likely to continue to support that charity in the future.
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