Guinness has taken over Williamsburg, NYC with a bold and artistic triple OOH.
A Rolling Billboard That Captivated the City
Have you seen this tram?! It’s not just cruising through Melbourne’s streets—it’s taken over social media feeds. To celebrate the launch of its new store in the heart of the city, POP MART launched a colorful campaign on the Yarra Trams network.
Fans were invited to spot the tram, snap a photo, and enter a giveaway to win a limited-edition SKULLPANDA figure. This mix of physical engagement and digital interaction turned Melbourne’s streets into a playful hunt—and built anticipation for the store’s grand opening.
Combining OOH and Social Media for Maximum Reach
This campaign is a textbook case of effective integration between Out-of-Home (OOH) and social platforms. The eye-catching tram not only generated organic impressions in the city but also encouraged fans to share their finds online—expanding the reach far beyond the tram tracks.
As foot traffic increased toward the new POP MART location, the brand showed how OOH media can serve as both an anchor and amplifier for social campaigns. BM Outdoor applauds this cross-channel synergy.
SKULLPANDA: The Perfect Social Bait
At the center of the campaign was the fan-favorite collectible—SKULLPANDA. Known for its darkly cute aesthetic, the limited giveaway item gave people a real incentive to participate.
By attaching a desirable reward to the experience, POP MART created a loop: see the tram, share the moment, visit the store. That’s smart marketing through experiential branding.
Boosting Foot Traffic With Gamified Marketing
Encouraging passersby to spot, snap, and share transformed a traditional tram ad into a gamified treasure hunt. This interactive element didn’t just build hype—it physically moved fans closer to the store location.
The results speak for themselves: more user-generated content, more in-store visits, and more buzz around the brand. It’s a tactic that more Outdoor Advertising Companies should consider adopting.
Melbourne as a Canvas for Creativity
Melbourne’s tram network provided the perfect high-visibility stage for the campaign. The moving nature of the ad allowed it to travel through multiple neighborhoods—capturing diverse audiences in the process.
As cities become more saturated with static ads, mobile formats like trams offer dynamic alternatives to surprise and delight. The visual identity of POP MART’s design made it nearly impossible to miss.
Lessons for Future OOH Campaigns
POP MART’s tram campaign is a reminder that billboard advertising isn’t limited to walls—it moves, it interacts, and it converts. From strategic placement to seamless digital tie-ins, every part of this campaign was crafted for impact.
For brands seeking to build excitement around a launch, this model offers a strong case study. At BM Outdoor, we believe innovation and interactivity will define the next generation of OOH success.
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