Quick Lesson on Ambient Media: King Kong 3D

What is Ambient Media?

Any kind of advertising that occurs in some non-standard medium outside the home. This type of advertising is fairly new, dating back to 1999 and originally established in the British market. Ambient media advertising can be used in conjunction with mainstream traditional media, or used equally effectively as a stand-alone activity. The key to a successful ambient media campaign is to choose the best media format available and combined with effective message.

The following are some reasons for the growth of ambient media:

  • A decline in the power of traditional media.
  • A greater demand for point-of-sale communications.
  • Its ability to offer precise audience targeting.
  • Its general versatility.
Now that we have the basics down, let’s see it in action!
King Kong 360 – 3D. The scary, giant gorilla found its home last summer in California. Billed as “the world’s largest 3-D experience,” the park attraction celebrated its grand opening at Universal Studios Hollywood with big advertising buzz and fanfare. 
This is one of the TV ads used in the campaign:
…and here is the Ambient Media stunt:
Huge footprints left in the sand on Santa Monica Beach, complete with a crushed lifeguard vehicle for the new King Kong 3-D attraction, which opened at the Universal Studios Hollywood theme park last summer.
Pretty cool, right?

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