A billboard campaign, carrying OppiKoppi's theme message, 'Sweet Thing', reportedly became a hit with potential festivalgoers. Without any prompting, fans posted images of themselves interacting with the boards. This led to the festival organisers running a competition on social media networks as to who posted the most creative photo of themselves standing with a billboard.
This activity ultimately contributed to a record number of festivalgoers this year.
Oppikoppi billboards were advertised on Continental Outdoor Media's sites in 'student' areas in Johannesburg and Pretoria and Cape Town.
"The point proven is that out of home campaigns should not be about passive messaging. We want this kind of interaction with brands - and together with a visionary client, this was possible, hence more exposure and publicity for them," said Lyn Jones, Continental Outdoor Media's marketing manager.