In the spirit of 'manovation', the brand installed a six meter high portrait of a man's face covered in stubble on the corner of Church and Buitensingel Street in Cape Town. South Africans, courtesy of a cleverly installed webcam, can then watch as every "like" on the Bronx Men's Facebook page triggers the beard to grow.
Bronx Men's Shoes brand manager, Wayne Stanford said, "By pioneering this interactive billboard we want to connect with our customers in an unexpected way and introduce them to our rugged range of shoes. By asking them to engage with our Facebook page we're giving them complete control of the billboard's beard growth. We're hoping that our customers appreciate the humour."
Creative marketing agency, Bletchley Park, conceptualised the idea and built the infrastructure with ropes, digital servo motors and Facebook integration.
Capetonians and visitors to the Mother City are encouraged to go and view the billboard which will be up until Tuesday, 1 May 2012 and also to visit the Facebook page, hit the "like" button and witness the beard growth.
