Jackson Fish Market
Posted on December 30, 2006 by hillel on Advertising

Where’s My Free* LCD Projector?

While in Vegas I would say at least 25% of the cabs had ads for a “Free 1080P LCD Projector*” on their trunk-mounted mini-billboards. Now, I know that “*” represents a catch that makes it quite less than free. But given that we’re starting a new business on a small budget you never know how reasonable the catch may seem. I figured it was at least worth working at. The first thing did was read the small print on the ad itself which was where the asterisk led me. Unfortunately that contained only trademark information. Right under the invitation was a big url: benq.us. So back at the room I immediately went there where I could find no mention of any offer.

So here’s my question: why pay all that money to carpet Vegas with an ad for a promotion that doesn’t exist (or is already over – I saw some press release from November 7 that they’d given away some projectors.) It’s either: a) incredibly wasteful, b) cynical in that people are still going to their site even though the promotion has been over for weeks, c) a mistake? Needless to say no free* projector is on its way anytime soon. I may never know what task was required… give out my e-mail to spammers? endure hours of online ads? spend thousands of dollars on something else? In the meantime let me know if you know of any cheap decent projectors.

Join the discussion 9 Comments

  • Reply

    Timmy

    December 30, 2006 at 10:27 am

    The promotion you speak about was a Jan 2005 promotion during CES. The promotion was run by a company called ActiveLight. It just happens that the cab you were riding around Vegas did not update their advertisements. It sometimes takes cabs up to 2 years to rotate their ads.

    http://www.activelight.com/Email_Publication/template.asp?Publication_Code_Name=June_05

  • Reply

    Hillel

    December 30, 2006 at 9:58 pm

    Wow! I’m blown away.

    I claim this is a business opportunity for someone. If this is true does that mean that the cabs running the ads haven’t earned any revenue in a year?

    This seems like an opportunity for somebody to do a way better job.

    BTW… it wasn’t just one cab. It seemed like one out of every three or four that we saw.

  • Reply

    Hillel

    December 31, 2006 at 12:55 pm

    One other note. In talking to friends who were also there I realized I’ve been in Vegas several times this year and don’t remember ever seeing these ads. A new theory is that these ads are for a new promotion next week during CES 2006 and they’re just early.

  • Reply

    Timmy

    December 31, 2006 at 9:33 pm

    There are several things going on (I think). I believe you are right and the advertising you saw was for CES 2006. The cab companies in Vegas sell their space to an advertising distributor. They typically buy one or two year contracts for all cabs in the fleet. Then, it is up to the ad distributor to send the ads to the cab company for them to be placed on the car. So, if a cab company has a fleet of 500 cars, the distributor, based on their deals, may send 50 ads to the cab company. Then, it is up to the cab company to place the ads on their cabs. It is totally random on how the cab gets updated.

    Cab A might be running an ad for Orbitz Gum with a minimum 30 day rotation. At time 30+1, the ad company now sends out ads to be place on 20 cabs for Aquafina water. Well, the cab company may never touch Cab A, even though the run for Orbitz Gum is over. Or, maybe Cab A will be replaced immediately. You simply never know.

  • Reply

    Marbit

    January 1, 2007 at 7:59 am

    I remember once buying a billboard for a local radio station I worked at. It was supposed to be a 30-day run. Well, I don’t know if they didn’t have a replacement or were just lazy, but they kept that up for 6 months. It was awesome!

  • Reply

    Hillel

    January 1, 2007 at 11:55 pm

    I know this may sound corny but the fact that I can learn how taxicab ad distribution systems work from complete strangers is yet another example of why the internet is the best invention ever.

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    January 2, 2007 at 7:02 am

  • Reply

    Brandon

    January 8, 2007 at 9:16 am

    Well Actually to all of you that thought you were getting dupped or thought that the ads were just old you are all wrong…if you goto their website there is a sweepstakes you can enter to win a free 1080p projector…its not old its just not exactly that you goto the website and get a free projector..but that makes sense..could you imagine if the company gave out free projectors to ever single person that went to their website…soo everyone that wants one just goto the site and submit your entry..the drawing is next week

  • Reply

    Hillel

    January 8, 2007 at 9:55 am

    Yes. Now it all makes sense. :) When I posted the original post, the ads were all over Vegas and the site said nothing. Just a timing issue.

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