CBS Gets Super Creative In D.C. With Wrapify

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This is where the Wrapify idea came from. CBS Sports 1580 AM (WJFK-AM) in Washington, D.C., entered into a partnership with the mobile outdoor marketing company to supply D.C. Metro advertisers with out-of-home advertising that’s currently limited in the market. Interested consumers can download the Wrapify app and apply to have their personal vehicle wrapped with local advertising messages. In return, the drivers are paid a monthly fee.

The app tracks a vehicle’s mileage and route and combines the data with local traffic patterns to determine the number of impressions made on consumers on a particular day and time.

CBS DC Market Manager Steve Swenson said, “This partnership will strengthen our marketing assets in the area by providing our clients with a way to reach more out-of-home consumers. Our clients will literally own the eyes and ears on the road and we will be able to provide them with detailed analytics on how their messages are being seen – an important component that sets this product apart from similar services.”

1 COMMENT

  1. This idea was tried toward the end of the first dot com bubble. I can’t remember the name of the company that did it, though. Perhaps their website is archived somewhere. Everything old is new again.

    The difference here, I think, is that the mobile smart phone makes it easier to track “impressions” since the app tracks were the “advertisement” was driven throughout the period. That definitely makes it different and, perhaps, more sustainable than the late 90s version of this business.

    What do other people think?

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