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CASE STUDY: HOOTERS AND WRAPIFY TEAM UP TO DRIVE MARCH MADNESS TRAFFIC

by Amy Boisvert May 23, 2023
written by Amy Boisvert

Each spring, March Madness captivates sports enthusiasts with its thrilling college basketball action. With the Final Four held in Houston this year, Hooters, known for its combinations of sports, food, and entertainment, aimed to boost its presence among the many establishments competing to provide the ideal atmosphere for fans to enjoy the games.


Hooters’ Strategic Partnership with Wrapify


Recognizing the need to extend its brand presence to the heart of the action, Hooters strategically collaborated with Wrapify to integrate an out-of-home (OOH) layer into its marketing mix. This partnership aimed to reach audiences in locations that traditional media channels couldn’t easily penetrate.

Hooter's March Madness Wrapify Vehicle

Impressive Results

During a four-week period, Wrapify’s fleet of rideshare advertising vehicles effectively utilized Wrapify SWARM hours to strategically travel across the Houston area. This approach resulted in a remarkable total of 34,847,589 impressions, surpassing the estimated amount by seven times. The campaign achieved a noteworthy reach and impact with an estimated effective cost per thousand impressions (CPM) of approximately  $1.

Driver Routes and Heat Maps

By employing intelligent driver routes, Wrapify ensured optimal exposure to the target audience. The campaign’s success can be attributed to Wrapify’s ability to strategically position their vehicles, leading to an extensive network of impressions throughout Houston. Driver routes and heat maps further showcased the campaign’s comprehensive coverage, reaching a diverse range of viewers.

Hooters Wrapify Driver Routes
Driver Routes
Hooters Wrapify Heat Map
Heat Maps

Measurement of Impact

In addition to delivering impressive impressions and CPM rates, Wrapify partnered with Reveal Mobile to measure the campaign’s impact on foot traffic to 12 Hooters locations in the Houston area. By combining data from the Wrapify Driver App’s Waypoint logs with location information from opted-in mobile devices, Reveal Mobile analyzed a sample of unique Mobile Ad IDs (MAIDs) within a viewable distance (~50ft) of Wrapify vehicles. The data revealed an overall positive and statistically significant Net Lift, with Wrapify-exposed individuals being 51% (or 1.5x) more likely to visit a Hooters location compared to the control group.

 

The Power of Rideshare Vehicle Advertising

This successful partnership between Wrapify and Hooters exemplifies the effectiveness of incorporating rideshare vehicle advertising into an OOH marketing strategy. By seamlessly integrating with Wrapify’s platform, Hooters maximized its brand exposure, outshining competitors and attracting March Madness fans to their ultimate viewing destination.

May 23, 2023 0 comment
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Ad AgenciesEvents

WHY VEHICLE ADS ARE A MUST-HAVE FOR YOUR EVENT MARKETING STRATEGY

by Sadie Phillips May 10, 2023
written by Sadie Phillips

Wanna melt faces at your next event?  Say less. While there are many effective event marketing tactics to consider, one that’s gaining a lot of traction is Rideshare Vehicle Advertising, rideshare advertising for short. Advertising on rideshare cars works well for event marketing, where digital ads and sponsorships have limits.

Coachella GIF - Find & Share on GIPHY

Vehicle ads are the Unicorn of advertising. 

You can grab that lanyard sponsorship, wrap an elevator door, or do something people will actually remember. Our premier rideshare advertising platform creates the perfect landscape for your brand to get directly in front of your target audience. If we didn’t know any better, we’d call it IN YOUR FACE MARKETING, in fact we may just coin this term now. 

In all seriousness, event marketing has never been so easy. If you like things that are easy and just flat-out make sense, continue reading. If you don’t, let us change your mind..continue reading anyway.

Animated GIF - Find & Share on GIPHY

WHERE?

This is where you come in. You know your audience best. Where will they be? At a tradeshow, sporting event, a concert, a conference, out and about during a specific holiday … a summer music festival? Maybe even all of the above! The possibilities are endless, so you tell us. 

WHEN?

How long is the event you want to target? Will attendees arrive early and stay later? These are a few factors to consider when planning one of these hyper-targeted SWARM event activations. We will send a group of wrapped rideshare vehicles to SWARM the airport while event attendees start to arrive. Strategic right? We’ll also SWARM the busiest streets, near hotels, and other popular attractions. 

HOW?

SWARM is the HOW! No activation is considered complete without a little SWARMing. It’s hard to miss one wrapped vehicle driving around, but it’s nearly impossible to miss MULTIPLE wrapped vehicles in one area all at once. We have a team of campaign managers that plan each SWARM from start to finish.

It’s That Easy.

Wrapify event activation campaigns are memorable, eye-catching, and highly effective. Talk to us about dominating your next event.

May 10, 2023 0 comment
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Ad AgenciesCase StudiesFoot-Traffic

WRAPIFY BOOSTS TRULIEVE DISPENSARY TRAFFIC ON GAME DAY

by Amy Boisvert April 20, 2023
written by Amy Boisvert

Despite the thriving cannabis industry, advertising and promoting cannabis products remain challenging for sellers.Traditional mediums are out for cannabis companies. No television or radio advertising. Although some restrictions are gradually easing (such as Twitter’s recent announcement of allowing paid cannabis ads on the platform in states where it is legal) and digital advertising networks exclusively catering to cannabis are available, their reach is still largely restricted by publishers who accept their ads.


This is where Out-of-Home (OOH) advertising has stepped up in a big way to fill the gap left by other advertising mediums.

Wrapify-Case-Study-Trulieve-V3-1

GOALS:
In an effort to enhance brand awareness and stimulate more foot traffic to multiple Trulieve dispensaries in the Phoenix area, ZMA Cannabis Marketing and Wilkins Media teams partnered with Wrapify to create a campaign that could leverage the heightened exposure during the events surrounding the 2023 Super Bowl.

  • Drive measurable foot traffic into 4 Phoenix area dispensaries

  • Utilize Wrapify SWARMs to hyper-target key events surrounding the 2023 Super Bowl.

  • Promote both Trulieve dispensaries and their popular cannabis brand Verano, which is a top vertically integrated, multi-state cannabis operator in the U.S. committed to enhancing community wellness by offering regulated cannabis products through responsible access.

DSC08801-retouched

METHODOLOGY:
15 vehicles, driven by rideshare and delivery drivers, were wrapped and deployed by Wrapify over a 4 week period surrounding the 2023 Super Bowl in a campaign zone covering the Phoenix area. 

Wrapify partners with Reveal Mobile to collect data on the audience and impressions generated by the vehicles while they are on the road, using the “DMOOH Exposure Methodology Standardization Guidelines and Best Practices” developed jointly by OAAA, Wrapify, and Reveal Mobile. The resulting audience data was compared with a control group to calculate the net lift.

RESULTS:

  • The campaign estimated 18,903,000 in campaign zone impressions. This brings the effective CPM to $1.17.

  • The campaign Hot Spot focused around your core demographic and netted 1,909,454 impressions in that zone.

  • The Exposed (Test) Audience was three times (3X) more likely to visit one of the Trulieve locations than the Unexposed (Control) Audience.

ZMA Cannabis Marketing, Wilkins Media, and Wrapify teamed up to deliver remarkable outcomes for Trulieve dispensaries. This collaboration underscores the potential of OOH advertising in enabling cannabis companies to effectively reach their target audiences and achieve their marketing goals

April 20, 2023 0 comment
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Ad AgenciesAd Industry NewsOOH Advertising

Spotify Wrapped or Wrapify Spotted?

by Amy Boisvert December 2, 2022
written by Amy Boisvert

Spotify isn’t the only one wrapping things up this year. If we could wrap up our 2022 campaigns into a few words, they would be – “spot on.”

That may seem bold, but we can back it up.

From Miami to San Francisco, and everywhere in between, Wrapify had ads on vehicles all across the US (2,283 to be exact)! #WrapifySpotted, like #SpotifyWrapped, recaptures all of our top moments from 2022…


SPOTTED: You’ve found the perfect health insurance for your growing family

Target customer acquired. Health insurance isn’t the only thing done right in this campaign. By identifying the specific neighborhoods and zip codes of growing families, Wrapify was able to bring this healthcare brand to the right place at the right time.

Aetna & CVS Health in Miami, FL

SPOTTED: Elevated advertising, indeed

Hmm, something is ironic about this picture. Do you see it? We’ll fill you in. 10 years ago, this advertisement for Amazon warehouse jobs in the Denver market would be on the side of the bus in the background. But now, their ads are flying off their standard routes and into places where residents walk, eat, run, and hang out.

Amazon Workforce Staffing in Denver, CO

SPOTTED: Football fan chooses their drink of choice

Ahhh yes, more “right place, right time” advertising. Coors Light has used this tactic for years. Get in front of fans at the big game, without spending the big sponsorship dollars. If we had to get inside this fan’s head, we assume he’s practicing his drink order at the Allegiant Stadium concessions stand.

MillerCoors in Las Vegas, NV

SPOTTED: More than a fan, a lifestyle

Sure, it’s easy to get a consumer to consume your brand once, but what brings them coming back? It’s more than just seeing your ad, it’s interacting with it, too. For Ballast Point Brewing Company, that’s exactly what they were able to achieve by SWARMing events and getting their fans involved. And there were so many great moments in this campaign, we just had to make a video out of them all! Check it out…

Ballast Point Brewing Company in Southern California

SPOTTED: Beach + Movies = The Perfect Summer

Ever tried to purchase a billboard at the beach? Well, for good reason (mainly beautification laws), there are limited advertising opportunities in public spaces by the coastline. But Paramount Pictures knew that if they wanted to drive more awareness about their brand during the summer in San Diego, CA, the beach is right where they needed to be. So they sent in Wrapify vehicles to circle the coastline and grab some attention during the summer months!

Paramount’s Paws of Fury in Los Angeles, CA

SPOTTED: Much better than a sponsored breakfast

Here’s something a little different. Did you know that B2B brands can benefit from outdoor advertising as well? While sponsorships for B2B conferences tend to be through the roof, do they tend to help you achieve your goals? If the answer is yes, great! Keep doing what you’re doing. But, if you’d like the attention of the CTO while they’re taking a break from the security conference, it might be time to think outside the sponsorship box…

Sentinel One in Miami, FL

THAT’S A WRAP!

Well, that concludes the first edition of #WrapifySpotted! We hope you had fun, and learned some things along the way. For more fun use cases and campaigns to try out, check out the Wrapify blog for a weekly update on outdoor advertising trends, success stories, and more!

Cheers to another great year on the road!

December 2, 2022 0 comment
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Ad AgenciesFoot-TrafficOOH Advertising

6 Proven Ways to Advertise Healthcare Brands

by Sadie Phillips November 28, 2022
written by Sadie Phillips

Marketing is rarely low-hanging fruit. But out-of-home (OOH) advertising has a history of effortlessly grabbing attention. Think about the last time you were stuck in traffic. After finding the perfect song to put on, your eyes can’t help but look for a worthwhile distraction, usually in the form of the highway billboard.

While what makes an ad ‘worthy’ is debatable, you’ve got to appreciate that OOH advertising handled well could help drive traffic for healthcare brands. The Entrepreneur found OOH delivers four times more online activity per dollar spent than TV, radio, and print.  

Plus, the post-pandemic era is fanning a bigger appetite for the outdoors. In a recent study, 58% of Americans said they enjoy being outside, and experts believe there couldn’t be a better time for brands to engage in captivating OOH advertising. 

Does OOH Work for the Healthcare Industry?

You may argue that a clinic ad differs from a retail brand ad. While both sectors strive for brand awareness, healthcare practitioners stand more scrutiny for advertising their services. But recent healthcare OOH statistics from the Harris Poll prove OOH can help you achieve your healthcare marketing goals. Take a look:

  • Overall, 58% of survey responders recently noticed healthcare OOH ads
  • 78% of Gen Zers, 74% of millennials, 57% of Gen X, and 40% of boomers have noticed healthcare OOH ads.
  • 76% of those who saw an OOH healthcare ad engaged in follow-up action.

These stats prove that OOH advertising is an excellent avenue to improve your patient outreach initiatives in these ways:

  • Driving brand awareness. There’s a 58% chance that someone will know about your brand.
  • Driving action and boosting traffic. 37% out of the 76% of people who took action looked for the brand online, 21% followed the brand on social, and 19% took a picture to share on social media.
  • Driving visitation rates. A further 30% visited the brand in person, while 28% asked their doctor about the service or product they saw in the ad.

Out-of-home advertising has also evolved from paper to digital technologies, which have zero ability to be pushy and repulsive and are more captivating.

How to Hack OOH Advertising for Healthcare Brands

Here’s another top advantage OOH has over online advertising. There are tons of ads in the online arena competing for a single user’s attention, and the chances of it being noticed are limited if it isn’t highly visible, preferably at the top of a webpage or SERP results.

An OOH ad is ‘unblockable’. It catches the viewer’s attention without fighting for it. Here’s how to maximize their benefits:

  • Be Creative

It’s not so simple, right? Healthcare marketing can be like walking a tightrope because you don’t want to send the message that you’re taking advantage of people’s health conditions.

Still, you can’t miss out on the unique advantage of OOH ads, and neither can you afford to have your message drowned out in the thousands of others. Creativity gives you a chance to stand out.

Suppose you’re advertising in California. In that case, adding nuances of Cali’s beaches, skyline, and palm trees can help you add the sights and sounds of the region into your ad. You’d do well to find an expert design company to help you strike a balance between advertising for health and being creative.

  • Get the Placement Right

You need to place your ad in the right location to reach your target audience. To do this, you need to consider the nature of the market.

For example, a highway billboard might be ideal if your clinic is located in a motorist’s market. On the other hand, a clinic in a metro market such as Pershing Square in NYC would benefit from street-level messages easily seen by pedestrians, cyclists, and slow-moving cars.

Consider the cost of the space you choose as well. Areas such as Times Square demand more money and are harder to acquire than spaces in Manhattan.

  • Identify What your Audiences Want

Play on your audience’s needs to create an ad that shows them you have the solution. The same Harris Poll study showed these reasons drive audiences to OOH healthcare ads:

  • 37% are looking for local facilities.
  • 36% are driven by the need to know how much you charge or are looking for a price cut.
  • 30% need healthcare updates.
  • 29% are seeking education on preventive measures.
  • 20% are curious about new products.
  • 18% are searching for insurance opportunities.
  • 17% want to find online services.
  • 17% are searching for a downloadable app.
  • 16% are keen to find out about new healthcare brands, programs, or groups.
  • 11% want information on business hours.

Of course, these needs are further divided into demographic types. For example, people from Gen Z and Millennials are more likely to look for apps to download.

  • Study your Audiences Behaviors

Understanding your primary audience’s behavioral tendencies and travel patterns will help you reach more of them. Think of this factor as your way of laser targeting.

Find out about their daily journey to and from work, and remember to look into how those behaviors change by age. For instance, with fewer people commuting to work, and more spending their time in local neighborhoods, what would be more effective: an ad on the city’s subway, or on vehicles local to a specific suburb?

This information is a sure way to align audience parameters and behavioral tendencies with the market’s nature, enabling you to discover market hotspots.

  • Look for the Perfect Timing

The demand for Turkey goes up during thanksgiving just like the demand for sunscreen increases when summer kicks in. It’s all about understanding the season and then finding out how you fit into your audience’s needs so you can sell healthcare brands as a problem solver.

If you offer allergy relief services, the transition between seasons is a prime time to tell your audiences about them.

Also, consider your audience’s stage in the purchase journey. An audience in the consideration phase requires a visibility-driven campaign –large images and catchy phrases. These messages are straightforward and don’t confuse the viewer with too many details.

On the flip side, an audience ready to spend their money –purchase stage –requires more specific, instructional messaging, including web address, coupon or discount information, and info on how to complete the purchase.

  • Use CTAs

Lastly, include a call-to-action (CTA) to tell people what you’d like them to do. You can add a CTA in many ways:

  • QR code that passersby can scan and access your website.
  • Phone number to dial for consultations.
  • Discount offers that promote in-person consultations.

Ensure the CTA is visible and attractive too.  The messaging could be great but also wasteful because the viewers don’t know what you want them to do. 

The Wrap-Up

The power of OOH advertising is undisputable, but it takes careful strategizing to leverage its capabilities so that it works for your brand.

That implies going beyond booking a space because the deal is attractive and retrofitting your messaging from competitors. Instead, find an expert with pricing that gives value for money, always centering the message on your target audience, the market, and your brand’s positioning.

Want to see your OOH ads reach farther than just where you place them? Wrapify can do just that. We’re an ad tech platform that wraps delivery vehicles in different OOH messages, helping brands be seen by far more people than possible with a stationary billboard. Schedule a demo.

November 28, 2022 0 comment
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Ad AgenciesOnline AttributionOOH Advertising

The 4 Key Attributes of a Strong Media Partner

by Amy Boisvert October 24, 2022
written by Amy Boisvert

Ad costs across all media are rising, and the pressure to deliver quality leads is higher than ever. With so many options out there, how can you be sure you’re choosing the right media partner?

Pivoting clients to digital-first strategies is nothing new for media agencies. But it’s getting harder to break through the noise in a world where consumers are bombarded with more than 4,000-10,000 marketing messages daily.

Out-of-home (OOH) advertising has been one of the most reliable forms of marketing for years, and its popularity is only increasing as technology advances. And when buying OOH, it helps to find a true media partner to challenge you to think differently and push your brand forward.

What to Look for in A Media Partner

At Wrapify, working with both agencies and brand marketers, we’ve learned a thing or two about what it takes to make a strong media partner. Every business has unique marketing needs, but the four attributes below are essential for any quality media partnership.

1. Understanding Your Audience

The first step to an effective media strategy is understanding who you’re trying to reach. Your media partner should be able to help you target your ads based on interests, demographics, and even specific locations.

For example, if you’re an entertainment brand looking to target families, it’s important to step out of city centers and into areas families are spending more time. Like at the park, the beach, or a family-friendly event.

Reaching your target audience often means making a spectacle – or more ideally – a seemingly serendipitous event. This is the exact impact the vehicle SWARMs have provided for brands. Surround your audience, at the right time, to make the most of the opportunity.

2. Trustworthy Inventory

The second attribute of a strong media partner is access to quality inventory. Your media partner should be able to provide you with a list of the varying inventory types available, as well as the reach and frequency for each option.

For example, Wrapify offers national coverage via its network of gig-economy drivers. We can place your ad on vehicles in any city across the United States, and you’ll only pay for the days and impressions that your ad is up.

Media partners usually need capital, creative innovation, and networking to amass good inventory. Thus, finding a media partner with a comprehensive inventory is a valuable way to assess their strength.

But trusting an inventory takes more than just a list of available placements. Your media partner should clearly understand what’s appropriate for your brand. It includes respecting all your sensitivities about the types of environments you want your ad to appear in.

3. Clear and Competitive Prices

The third attribute of a strong media partner is having competitive prices for their inventory. It doesn’t mean you should always go with the cheapest option, but you should ensure you’re getting a fair price for the ad placements you want.

It helps if your media partner can test ads for effectiveness before scaling them. Choosing a secondary or tertiary market to do a pilot campaign can be a great way to get the most bang for your buck. Test, then scale, in the market that matter most to your brand.

Competitive pricing also means being transparent about the prices you’re paying. Some media partners will try to hide their markups in ‘agency fees.’ This upcharge allows them to make a profit on top of the price they’re paying for the inventory.

At Wrapify, we don’t believe in hidden fees. We want you to know exactly what you’re paying for, which is why we include the cost of inventory in our media kits. So, what informs pricing?

It all comes back to your campaign goals.

4. Performance Tracking and Insights

Previously, marketers didn’t have any solid data to justify their ad spending on major billboards in cities and towns. This made it almost impossible to accurately track the return on investment (ROI) of OOH campaigns.

Oh, how things changed!

Now, with newly adapted technology, it’s possible to track the performance of every single OOH campaign you run. This data then becomes useful when optimizing campaigns for maximum impact.

But tracking performance is only half the battle. The other half is understanding how to interpret the data, and use it to improve your campaign. A strong media partner can provide insights and recommendations based on the performance data.

For example, at Wrapify, we use data from our ad campaigns to help our clients improve their targeting, retargeting, messaging, and overall marketing strategy.

We also offer a suite of tools that allows our clients to track the performance of their campaigns. It includes features like:

  • Campaign zone heat maps
  • Impression reporting
  • Net-lift attribution data

Final Thoughts

There you have it: the four attributes of a strong media partner. Keep them in mind as you assess your options and make your decision. We’re confident we have what it takes to be a strong media partner for your brand.

So, look no further than Wrapify if you’re looking for a comprehensive solution that ticks all the boxes. We’d be happy to chat with you about your specific needs and how we can help you achieve your marketing goals. Contact us to learn more.

October 24, 2022 0 comment
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