We also placed our Element campaign spots on the animated electronic billboard that sits atop the Tijuana-back-into-USA border crossing station. Not only did we feel that this would be a great place to get high/prolonged exposure to the spots on the (relatively) cheap (have you ever waited in that line to cross back into the US?), but we thought that adding an interactive element, as well, would keep folks (i.e. potential Element buyers) engaged.

SO we placed an additional short animated spot, coming up every so often in the loop, asking the viewer to give the Blue-Footed Booby character (bird-with-the-helmet) a nickname. To make the experience truly interactive, we set up a custom SMS for viewers in line to text their recommendations, which were then randomly displayed on the animated billboard.