Big outdoor ad is missed opportunity for Kraft

I came upon this massive billboard that is 12 stories tall. It was selling Miracle Whip and had a massive jar of the product hanging off the building. The brand is proudly stating how bold its product is, and that it can't be toned down. It is awesome!

However it is strange to see in 2009 ad campaigns (TV Spots, Outdoor ads, Print) that don't contain a call to action to go to a website URL. At the very least you can drop the call to action, and just feature a simple url, as posting a website is a passive call to action all on its own. This is very bad practice, and a wasted opportunity for a brand like Kraft to start a conversation with their consumers. To top it all off, it is a missed opportunity to start this dialogue with fans, and possible influencers.

Listen up advertisers. You got my attention! ... I am interested. Now send me somewhere to satisfy my curiosity. This exceptional advertisement is waisted on me. A url should accompany every piece of ad creative (mobile ads might be an exception, banner as as well as users can click). When you spend as much money as you did on a piece of outdoor creative like this, take 10-20% 20% of your budget, and make a companion microsite to further engage your audience.

Here is how it could work for you: Joe public walks down the street, is impressed and intrigued by the message on the billboard ad. He visits your website. Joe leaves a message on the website, and that message is broadcast to his social networks. So what started out as a billboard becomes a broadcast network with a valuable feedback loop for the brand who put up the ad.

This is a no brainer. Why miss out on an an opportunity to engage with your customers.

UPDATE: I noticed that Kraft has produced a 15 second spot with the same theme as what we see in the billboard. Guess what NO URL in the TV spot either? Essentially they have gone to market with a multi-platform ad campaign, and missed a major piece in the overall puzzle. They have no feedback loop. All those people are floating out there with opinions and interest in this brand, have no where to go. Furthermore, the demographic seems to be the 18-34 age group which is all over the social networks online.

A missed opportunity for Kraft, something I am sure we will see less and less of in the future.

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