OutdoorSignage.com’s “Jennifer’s Revenge Billboard” Is Actually A Marketing Strategy For The Billboard Itself

A billboard in Greensboro, NC dubbed the “Jennifer’s Revenge Billboard” has attracted international attention with viewers asking if it is real, who is Jennifer, and is it marketing. The billboard turns out to have been an elaborate marketing strategy for OutdoorSignage.com, the new agency and billboard company launched by Kotis Holdings, which owns several shopping centers and restaurants in the area.

Kotis wanted to create traffic for its retail tenants and restaurant operations as well as showcase the new agency’s capabilities. So was born the unusual marketing strategy. The first image on the billboard was “Michael – GPS Tracker – $250, Nikon Camera with zoom lens – $1600, Catching my LYING HUSBAND and buying this billboard with our investment account – Priceless. Tell Jessica you’re moving in! – Jennifer”. The next day a second alternating message appeared “Jessica- Meet me at Yodaddy’s at 7:00 PM for some wine therapy. – Jennifer”. And the third day the message alternated between the original and “I should have bought you flowers. – Michael”.

The billboard content was designed to draw viewers’ eyes over multiple days (a concept called “Eyes On.”) Once viewers noticed it, the next step was to get them to tell others about it. Within minutes of posting the billboard, motorists were pulling over and taking photos. Two news crews arrived within hours. Subsequent messages were designed to encourage viewers to look for the latest post.

Other billboard owners then picked up the theme. Mattress Warehouse, a Kotis tenant and client, promptly posted “Dog House? We’ve got that size!” Darryl’s Wood Fired Grill, a Kotis restaurant, posted “Can’t decide? Ribs and Ribs Combo.” Harley Davidson, another advertiser, posted “Hey Michael, If you’re going to hit the road, you might as well do it in style…” with a photo of a man on a Harley.

The billboard campaign has now expanded to include several advertisers and messages flashing through the billboard including ones promoting Kotis’s tenants and its restaurant operations, advertisers with a common theme, and “OutdoorSignage.com Facebook, Twitter and Advertise with Us messages”.

The company also posted a live feed of the billboard on its website and posted a handheld video of Jennifer confronting Michael and Jessica as they approached the billboard by car on the YouTube OutdoorSignage channel. The original Imgur.com post of the billboard image has over one million views.

G2Market Inside Scoop: Jennifer, Michael and Jessica may not be your company’s cup of tea (or glass of merlot) but the “Eyes On” strategy is priceless – and equally applicable to web or social media campaigns. Content marketers can – and should – think outside the box, so long as they don’t offend the sensibilities of their audience or inadvertently paint their brand in an unattractive light.

(For additional information contact: Kotis Holdings, www.kotis.org; Outdoor Signage LLC, www.OutdoorSignage.com.)


- Jack Bradman
Sr. Client Partner, G2Market