Montreal digital billboard model strips in exchange for Facebook Likes

The Société de développement commercial (SDC) Promenade Fleury, a merchant group for a commercial artery in Montreal, is running a neat summer campaign combining an Astral Out of Home digital digital billboard and social media.

With the goal of attracting a new younger clientele, the campaign features a virtual male model on a digital billboard that strips off an article of clothing for every 100 new Likes received on the Promenade Fleury Facebook page. The ad includes a real-time countdown of Likes until the next article of clothing (an essential reinforcement to the call-to-action as I see it).

This is an awesome example of using digital signage creatively. This would (obviously) not be possible on a traditional billboard. Sure, one could see the campaign as being exploitative or featuring sexual objectification (let's be honest here, this campaign wouldn't fly if it featured a woman), but in most cases the male model's poses are clearly meant to be comical, so it takes the edge off, so to say. In any case, however you feel about the campaign's subject, its a great example of doing digital signage right.

The Promenade Fleury will be running this campaign on the digital billboard found by highway 15 and Henri-Bourassa in the borough of Ahuntsic until June 26.