Old-School Marketing: Turn People into Walking Billboards

A concept as old as sidewalks, the human billboard is a familiar sight along busy streets and parking lots. They first emerged in London around 1820 — Charles Dickens called them “a piece of human flesh between two slices of pasteboard” — and though they vary in shape, size, and medium, they’ve stuck around for one very simple reason: They work.

Here are some reasons why human billboards are so effective, and some tips for using them to promote your brand.

Why Human Billboards?

Low-Tech

The idea is simple, the tactic is low-cost, and easy to implement: hire a human, give them a sign. There are no secrets here, no magic formulas, and yet this very simple marketing tactic is very effective.

Human billboards might be seem like a low-tech throwback to a pre-internet era, but that’s part of the appeal: “Holding or maneuvering a cardboard sign may seem like an old-fashioned way of getting someone’s attention in the digital age,” says marketplace.org, “but our reliance on technology is precisely why it can be so effective.”

Versatile

Though the sandwich board is what most people think of as a human billboard, there are many ways to achieve the same end: “Human billboard marketing can be done in various ways, such as wearing branded clothing, carrying signs, handing out flyers, or performing stunts,” says an article on fastercapital.com.

Human billboards often wear costumes, and depending on the brand, this can be a fun, inviting way to draw attention. A human billboard can be designed to look like the product, like an ice cream cone or pizza slice, or it can resemble the brand’s logo, such as the Statue of Liberty for a tax prep service.

Highly Mobile

It’s difficult to imagine another marketing tactic that so quickly and easily allows a brand to go where its target audience is. A brand can deploy human billboards anywhere people can walk or stand — shopping malls, sporting events, festivals, public transit, busy street corners, parking lots. “For example, a human billboard promoting a fitness center can walk around a park or a busy street, and appeal to people who are interested in health and wellness,” says fastercapital.com.

Unlike more niche varieties of experiential marketing, human billboards move, which in itself draws attention and makes the brand more memorable. “People are more likely to notice and remember a human billboard than a static one, especially if the human billboard is eye-catching, interactive, or humorous.”

Inexpensive

The low cost of human billboards has advantages beyond expense. Their cost-effectiveness allows a brand to use different messaging for different locations to appeal to different market segments.

Interactive

Depending on location, brands can encourage audience participation by offering prizes or discounts to people who interact with the human billboard. They can also encourage photo ops, run quickie trivia contests, or distribute swag or QR codes to drive traffic to the brand’s website. They can even distribute samples or conduct live demonstrations, depending on the type of product.

Depending on the product, a brand can also train its human billboards to talk with prospective customers, answer their questions, or describe their own positive experiences with the brand. “Make sure that your human billboards are well-prepared, motivated, and confident to deliver your message effectively and professionally,” says fastercapital. “They are active ambassadors of your brand who can interact with potential customers and create a lasting impression.”

Where Do Brands Use Human Billboards?

It’s important to note at the outset that, depending on local laws, human billboards may be subject to restrictions on advertising in public spaces, or may require a special permit. It’s also important to ensure the human inside the billboard is comfortable and safe, particularly in outdoor areas. With that in mind, however, human billboards can be used just about anywhere and for any purpose.

Product Launches and Event Marketing

A human billboard can create buzz around a new product or upcoming event. On the day of the event, human billboards can help direct attendees to the venue.

“For a product launch, billboards can create a sense of anticipation, reinforce brand messaging, and drive consumers to learn more about the new product,” says a medium.com article. They can also drive traffic to the brand’s website for more information, such as product descriptions or event details. Using QR codes that are unique to the new product or event can help track the effectiveness of the campaign.

Guerilla Marketing

For all the reasons that make human billboards effective in general — mobility, novelty, interaction — they can also be an effective part of a brand’s guerilla marketing. A human in a costume in an unconventional or unexpected place is instantly memorable.

Human billboards can also be part of flash mob and street team events, standing by to offer information or a scannable QR code to passers-by who want to learn what the fuss is all about.

With human billboards, the fuss is the point — the human billboard is an unusual sight, a moving, talking representation of the brand. Make sure the billboard’s materials, costume, and information align with your brand’s values. Remember, says medium.com, “the key to a successful billboard campaign lies in simplicity, creativity, and a clear call to action that guides potential customers toward the next step in their buying journey.”

Promobile Marketing is a dynamic experiential marketing agency based in New York City. For over a decade, Promobile Marketing has collaborated with a range of brands—from budding startups to major CPG brands—on immersive marketing campaigns. Get in touch to discuss your next project.