A Look Inside the Sphere: From Visionary Project to Las Vegas Icon

I recently came across this article about a guy who was arrested after climbing to the top of the Sphere in Las Vegas.

This story is interesting in and of itself but it made me realize that the Sphere is a topic that I would have been all over back in my bloggin' days. After all, my posts about outdoor advertising in cities, how to combat ad blindness and ads on building exteriors have been some of my most viewed posts. 

So...let's write about the Sphere!

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Las Vegas, the city of dazzling lights and larger-than-life experiences, has a new marvel on its horizon: The Sphere. This behemoth isn't just another casino or hotel; it's a technologically advanced entertainment venue pushing the boundaries of live events and reshaping the landscape of outdoor advertising. 

The Sphere's story began in 2018 when the Madison Square Garden Company (now MSG Entertainment) unveiled plans for a revolutionary, spherical entertainment complex. Designed by Populous, the architectural firm behind iconic structures like Yankee Stadium, The Sphere promised an immersive experience unlike any other. 

Construction took years, culminating in the grand opening on September 29th, 2023.  This wasn't just a new venue; it was a statement piece. At a staggering 366 feet tall and 516 feet wide, The Sphere holds the title of the world's largest spherical building. But size alone doesn't tell the whole story. The true magic lies in the innovative technology woven into its very fabric.

A Beacon in the Desert: How The Sphere Redefines Outdoor Advertising

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A post shared by Alistair Charlton (@alistair_charlton)

Las Vegas has always been a pioneer in outdoor advertising. From towering casino signs to dazzling LED displays, the city thrives on visual spectacle. The Sphere takes this concept to a whole new level.  

Imagine a giant, high-definition canvas that wraps around the entire building. Now imagine that canvas coming alive with captivating visuals, synchronized with the events happening inside.  This is the power of The Sphere's exterior.  Forget static billboards; The Sphere offers a dynamic platform for brands to tell their stories in a truly immersive way.

Here's how companies can leverage this innovative advertising space:

• High-Resolution Storytelling:  The Sphere's 16,000 square foot LED display boasts an unbelievable resolution, allowing for incredibly detailed and captivating visuals.  Brands can showcase their products, services, and stories in a way that traditional billboards simply can't.
• Interactive Experiences:  The Sphere isn't just a display screen; it's an interactive platform.  Imagine a car commercial where viewers can seemingly "drive" the car around the Sphere's curved surface.  The possibilities for engagement are endless.
• Synchronized Shows:  The exterior display can be seamlessly integrated with the events happening inside The Sphere. Imagine concert visuals spilling out onto the exterior, creating a truly immersive experience for both attendees and passersby.

Beyond the Glitz: The Sphere's Impact on Las Vegas

The Sphere's impact goes beyond dazzling visuals and innovative advertising.  This entertainment giant is poised to redefine the Las Vegas experience in several ways:

• A New Generation of Entertainment:  The Sphere boasts a unique seating arrangement, where two-thirds of the interior is dedicated to the audience, and the remaining space is transformed into a massive stage. This allows for unparalleled artist freedom and the creation of truly immersive shows. 
• A Hub for Innovation: The Sphere isn't just a venue; it's a testament to cutting-edge technology.  From haptic feedback embedded in seats to high-speed internet access for every attendee, The Sphere is a platform for pushing the boundaries of live events.
• A Destination in Itself:  The Sphere's architectural marvel combined with its innovative shows is sure to become a major tourist attraction.  This will not only benefit The Sphere but also generate additional foot traffic for surrounding businesses.

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The Sphere has only just begun its journey, but its impact on Las Vegas and the entertainment industry as a whole is undeniable.  It's a testament to human ingenuity and a glimpse into the future of live events, forever changing the way we experience entertainment and advertising under the bright lights of Las Vegas.  

An Ad So Good You Can FEEL It

 

I've written before about my appreciation for outdoor advertisements - - see my post about observations in Dallas here and my other post about a really cool billboard. Unlike the frequency of my blog updates, that appreciation has not subsided.

I came across this article recently and it prompted me to put on my bloggin' hat for old time's sake. 

This street ad is something else. Not only is it big and bold, it features the visage of the Chris Hemsworth. 

A sweaty Chris Hemsworth.

That you can touch!

There's so much to like about this ad. It's great to see a prominant brand like Netflix refrain from leaving traditional advertising behind. Plus, it's just a really cool idea that gets people talking!

When it comes to this innovative type of advertising, Chris Hemsworth and sweat seems like a natural pairing. I would imagine bakeries or restaurants could utilize a scented ad in a similar way. 

What ideas do you have? Drop me a comment below or reach out on Twitter! 

Thanks for stopping by!

{Photo Credit}

Outdoor Advertising in Dallas, Texas

Well, well, well…it’s the second post of 2018! And it’s not even Halloween yet!

I sincerely appreciate all of you that have checked in every day* looking for a new post. I knew that I would not be a very productive blogger this year but the creative juices started flowing during a recent trip to Dallas, Texas.

I’ve written about outdoor advertising before and it has remained a topic of interest. But after spending time in downtown Dallas, I realized a few things about this medium that I hadn’t previously considered.

I saw the following things in Dallas that I wouldn’t see as much in a city like Birmingham:

• Full bus wraps (mostly occupied by Dallas attorneys) 
• Street corner kiosks – see photos below 
• Building banners (and lots of ‘em) 

These observations prompted many thoughts, which I’ll share now.

WHY DO THESE OPTIONS WORK WELL IN DALLAS?

A city the size of Dallas has a lot to offer advertisers, including multiple cultures, as reflected in the brands claiming ad space there.

The volume of people in a city the size of Dallas all but guarantees impressions will easily reach the millions, no matter the format. That’s a nice feature to mention when selling ad space.

Downtown Dallas has many tall buildings and, whether or not a building is vacant, many of them feature windowless sides. Advertisers smartly made the most of these enormous canvases – I saw banners promoting everything from trucks to colleges to video games.

The audience and inventory make outdoor advertising work so well in Dallas.

WHAT IS FACEBOOK DOING??

These window overlays from Facebook really caught my attention.

A few questions here…

1. Are these ads intended for the 7 people out there that don’t already use Facebook? 
2. Or are these ads more about rehabbing Facebook’s image after questions about their data security practices? 

WHY WAS I IN DALLAS?

I was in Dallas to attend the State of Search conference. Each year, digital advertisers attend this event to hear from the industry’s leading thinkers.

State of Search is orchestrated very well by DFWSEM, a group of like-minded people with a desire help businesses and fellow advertisers in North Texas perfect the art of digital advertising.

I was really impressed with this conference – from the location (Gilleys!) to the speakers to the food! 

FINAL THOUGHTS ON DALLAS

• Dallas, there are portions of your downtown that could serve as a film location for a Black Hawk Down remake. 
• You are a leading-edge city in terms of transportation options (trolleys, buses, Uber) but there still seems to be A LOT of civilian traffic moving through your downtown streets. 
• Some users of the pay-to-ride scooters offer humorous moments on your rougher streets and sidewalks while other users exhibit extreme bravery by riding WITH fast-moving traffic. 

Post #2 of 2018 is in the books! Should I take it up to 3? Please comment below or let me know at @Nick_Baggett.

*These people don’t exist.

Gas Pump Videos - The Future is Now!

Our lives have never been busier, the ways for marketers to deliver messages to us increase by the day. Screens are the name of the game and really impact the way we absorb information without disrupting our day.

Strategically placed screens can help us continue performing mundane tasks. Tasks like pumping gas.


Video screens on gas pumps! The future is now! Sorry for the glare there but I hope that video does a good enough job of giving you you an idea of how cool this technology can be.

From what I can tell, this tactic is part of the benefits offered to retailers (like gas station owners) when they partner with NBC Everywhere. If I understand their website correctly, NBC Everywhere is like a cooperative of NBC affiliates from very large markets that work together to distribute their content on screens that were previously unconsidered. From their site:

Our digital out-of-home platforms entertain engaged audiences on-the-go. Reach millions of viewers per month alongside compelling NBC content with taxi cabs, salon networks, the PATH train, gas pumps and Times Square. NBC Everywhere's customized, environment-based messaging motivates your consumer to act.

The gas station I visited is fairly new. Perhaps the owners felt pressured to provide such advanced gas pumps in response to the amazing bathrooms at other Shell stations. Either way, this type of marketing has been around for a long time and was developed to reach consumers in an untapped area: at the gas pump....aka the Forecourt. Yes that is a real marketing term and yes this is a real sales video explaining the importance of addressing your forecourt media needs:


TAKEAWAYS FROM MY EXPERIENCE 

• The video segments were quick bursts, short enough to keep my attention as I completely filled my tank. 
• It’s not all advertising. It’s bits of high-quality entertainment and information content too.
• I really enjoyed purchasing gas at this station and will return because of the video screens. 

Really primitive gas pumps. #SMH

A video posted by Nick Baggett (@nick_baggett) on Aug 8, 2015 at 5:40pm PDT

Have you noticed similar media systems at gas stations in your area? In my opinion, watching clips of Jimmy Fallon at the gas pump is hard to beat but if you've experienced anything more impressive, I'd love to hear from you in the comment section. Thanks for reading!!

Scratch Off Advertisements

A big part of marketing is positioning your message where it can be seen. As featured in a previous post, a bus stop makes for prime positioning. Well, the bar for bus stop marketing has been raised again, thanks to scratch-off advertising.

I came across this April 2014 article on TrendHunter and I have to say that this technique really intrigued me. Part of me really likes the newness of this idea but another part of me would be hesitant to utilize scratch-off advertising due to pranksters that would inflict their crude humor onto my ad.

I wanted to share some video of this bus stop or similar use of scratch-off advertising but I had no luck finding such footage. In my search, I came across posts from several other websites that highlighted this same bus stop.

• The Atlantic Cities 
• Huffington Post 
• AdWeek 

They all used the same photo (below) and were all from February of 2014.

Photo by Nathan Keay, courtesy of MCA Chicago

Is this lazy journalism or just an odd coincidence?

Neither, actually. Each post credits the Museum of Contemporary Art Chicago as the source of this and other photos. That fact makes it clear to see that these posts are all publicity pieces for the museum. But why the gap between February and April? That’s probably because the April feature was meant to be a last-minute push for the exhibit that’s being promoted at the bus stop, which ended on May 4th, 2014.

Scratch-off advertising like this is a little too bold for me but I do like the “hidden feature” aspect with the QR codes. If you know of any other examples of this technique, please send them my way.

Neon Lights in Hong Kong

You know I’m a sucker for signs and outdoor advertising so it’s pretty much a given that I found this video about neon lights in Hong Kong to be very interesting. It’s a little lengthy so you may want to save it to your “Watch Later” YouTube videos. Don’t let the subtitles cause you any concern - you can easily keep pace.

(H/T to Laughing Squid)

Things I found to be interesting:

• Different types of businesses call for different character styles in their neon tubing
• Neon artists base the different colors of their finished product off of the color relationship between neon gas and the tubing. (Yellow + Blue = Green)
• Neon signs are being overtaken by LED signs

DON'T LOOK DOWN: The real Mad Men of New York Advertising

I'm killing 2 birds with 1 stone with this post. First, I'm sharing a cool video that showcases the skill required of the painters that are responsible for creating outdoor advertisements in NYC.


This post also gives me an opportunity to try out YouTube's share-to-Blogger feature. So far, so good! I had to tweak the HTML code to center the video embed but other than that, I really like this easy way to quickly share a video.

Reason 4,072 why I really like Google!

All About Signs

I'm all about signs. Always have been. Neon tubing, back lit, theater marquees...you name it. In my opinion, a store sign is a lot like the artwork on the cover of a book: if done properly, it will be attractive enough to turn heads and eliminate any confusion about what the store offers.

I came across a recent post on Laughing Squid that featured the following video that compiled footage of hundreds of signs (store and others) that a fellow came across during a road trip.


I really liked this video. It reminded me of one of the first concepts I had for a wall poster.

Many thanks to Design Frenzy  for putting this together all those years ago.

Store signs are a key part of a brand - even in this digital age. Think about your favorite restaurant or department store and the feeling that comes over you when you see their sign. No e-newsletter or photo posted on social media can replicate that feeling. And that's why signs should always be around.

Pie Fights Make for Great Marketing

Pumpkin flavoring is all the rage during this time of the year. With so many pumpkin-spiced varieties out there, I understand if you're already pumpkin'd out but hang in there with me because I've got a great example of brand war to share - and it involves pumpkin pies.

I came across this article in the October 2013 issue of  Marketing News, a monthly magazine published by the American Marketing Association (Insert shameless plug for Birmingham's AMA Chapter riiiiiight here). In Cincinnati, pumpkin pies are a big deal and it seems that the locals have two sources for their pies: Busken Bakery and Frisch's restaurant, famous for their Big Boy mascot.

Over the past few years, these iconic brands have engaged in a lighthearted battle that has boosted pie sales for both companies. It's no holds barred as they involve billboards, social media and viral videos (like the one below from the Busken Brothers) in their attacks.

Full details of these pie wars are found in the article. It's a great read that made me think about the pros and cons of battling brands.

PROS

• If both sides are on board, brand images are boosted
• Good-natured brand wars fuel word-of-mouth marketing
• These wars can bring a windfall of unpaid impressions

CONS

• Original "players" leave, pranks continue, feelings get hurt and lawyers get involved
• If the pranks lag on and on, the "niche" wears off and people stop paying attention
• Real risk of being known as a bickering company instead of a baker of delicious treats

For even more about the pie wars, read this Wall Street Journal article. While I don't have a front row seat, I'm glad that the battle between Frisch's and Busken wages on!

A World without Outdoor Advertising

A scene from a popular movie recently prompted me to write a post about the use of outdoor advertising - especially on building exteriors. That particular movie scene featured Shanghai, a city that seems to fully embrace outdoor advertising. Since that post, another scene from another film has opened my eyes to the fact that some cities are taking back their skylines and landscapes from marketers.

The goal of Morgan Spurlock's Pom Wonderful Presents: The Greatest Movie Ever Sold is to get his audience to realize the impact advertising by brands has on many areas of life. I won't give a full review of this highly-entertaining film. However, the brief segment in the film that highlights Sao Paulo's effort to remove all outdoor advertising from within the city is worth noting.

In 2006, a ban was placed on all outdoor advertising in Sao Paulo, which is the fourth largest city in the world. In The Greatest Movie Ever Sold, Spurlock speaks with business owners there to determine how the lack of this advertising has changed their marketing plans. While I cannot find that segment of the film on YouTube, I did find the following clip that is equally helpful in learning more about the ban.

So we've discussed the blatant use and total prevention of outdoor advertising. I have a hunch as to which version marketers prefer but it would seem eerie to live in a world without outdoor advertisements. What do you think?

A Great Answer to Ad Blindness

Advertisers spend a great deal of time and resources developing campaigns – only to become victims of ad blindness. Ad blindness pertains to a consumer’s unconscious ability to look past, over and around advertisements. Many websites attempt to combat ad blindness by shaking up their page layout just as consumers are getting used to it. DVRs have all but sealed the fate of television commercials.

So, battling ad blindness requires a bit of cleverness and I recently came across a great example from the Coca-Cola Company. Take a look at how they forced people to look at their bus stop posters.

Looks like it worked to me! People were actually leaning on the posters without giving a moment’s notice to the message. The Velcro attached to their clothing (and hair!) and achieved a guaranteed look at the posters.
Notes:

• When I first came across this example, it was presented as a new technique. But this was actually utilized in France in 2009. You be the judge as to whether or not the video was staged.
• The creator of the posters was smart not to use very strong Velcro. Can you imagine the PR nightmare if people were unable to separate their hair from the posters?!?
• This post must acknowledge the true Velcro pioneer, David Letterman, for the use of this space-age material in his hi-jinks.

Letterman has always been a "clingy" guy.

Advertisements on Building Exteriors

I have an odd appreciation of the unheralded aspects of advertising: the actual devises used to relay messages. What's that old saying about not being able to see the forest for the trees? Well, I unconsciously look past, over and around marketing messages to examine the tools advertisers use to deliver said marketing message.

I was recently reminded about my quirky habit when watching the following scene that was filmed in Shanghai for the latest James Bond film, Skyfall.


That's beautiful cinematography! Here are the immediate thoughts I had during the first time I viewed this scene:

• I wonder if those ads are for the company that resides in each of those buildings or can any company pay to feature their ads on any building?
• Every vertical surface seems to be covered in lights.
• How effective are these huge advertisements?
• Can an advertisement be so big and so flashy that no one notices it?

I can’t read the text in these signs from the Shanghai scene so these building advertisements may be more like the Las Vegas strip (promoting the buildings/casino on which they’re located) than Times Square (promoting various products and services). Repeated views of this clip make me wonder why more places in America aren't heavily saturated with advertisements that consume the entire side of a building.

Photo courtesy of ChinaYourWay.org

I recall reading about a big concern that billboard companies had during the development of the US interstate highway system. In an unauthorized biography about Ted Turner, it was explained that original ordinances were not going to allow the installation of billboards along interstates. Obviously, that holdout didn't last but it does speak to our country’s unwritten requirement of "tasteful" displays of advertising - a requirement that other countries may not have.

I've looked around for uses of massive advertisements on buildings only to find that this method is probably too costly to be relied on more frequently. This method’s level of "tastefulness" may come into play too. However, I did find video of local uses of building advertisements.

First, the Coca-Cola® Company draped their headquarters in Atlanta for a well-done illumination to celebrate their 125th anniversary. Can you imagine the size of those projectors??

More locally, the Regions building in downtown Birmingham helped promote the Regions Tradition golf tournament by getting creative with their office lights at night.

Before I conclude, please be sure to check out this interesting page that describes the many different display signs (and identifies their owners) on Times Square.

Can you think of any other great examples of advertisements on buildings in the United States? If so, point me in the right direction in the comments section. Thanks!