On Thursday morning, residents of New York, Los Angeles and Philadelphia will awake to find their cities have been targeted with a new, cutting edgeÂ form of marketing: GreenGraffiti. Not only that, but a scavenger hunt will ensue, and those that spot these GreenGraffiti logos can win a free pizza.
Domino’s Pizza, a client of mine, is behind this innovative new campaign.Â GreenGraffiti is a tactic/company that began in Europe in 2006 and Domino’s is one of the first companies to use GreenGraffiti logos in America.Â Below is a leaked image of the first of these logos to appear on a sidewalk in a U.S. city.Â But it doesn’t stop with this one: 220 more of these Domino’s “American Legends” logo’s will soon be placed around New York, Los Angeles and Philadelphia.
There is a cool twist to this campaign.Â As I mentioned, in addition to placing these logos in three different cities, Domino’s has created a bit of a scavenger hunt for their customers. According to Domino’s:
The first 250 people to email [email protected] and submit a photo of them with a Green GraffitiÂ® sidewalk Dominoâ€™s logo will receive a $15 Dominoâ€™s gift card, good for a Dominoâ€™s American Legends pizza.
Click HERE for full details on the contest/giveaway.
For those of you wondering how theÂ logos like the one above get made, the GreenGraffiti website explains:
With the help of a template and a high pressure water sprayer an advertising message is cleaned out of the dirt. The result is a high impact message and a cleaner street.
Unlike traditional advertising, no trees will be killed, paper printed or ink used.Â GreenGraffiti is not just carbon neutral, they are actually carbon NEGATIVE, compensating for 150% of their carbon footprint.Â They even invest in a water harvesting project for each liter of water they use.
Pretty cool marketing tactic huh? What do people think of this idea?
Update: Domino’s has uploaded some video of the GreenGraffiti teams putting the logos in place: