These days, we’re all playing a game of “notice me” in a world where billboards and banner ads are practically wallpaper. The out-of-home advertising market, in particular, has become a battlefield, with brands vying for the chance to slap their logo on every available surface.
But let’s be real, how many of those billboard ads do you actually remember? (Probably not many).
To truly capture the audience's attention, brands must take a more effective, memorable approach…
Like fortune cookie advertising.
While many might think these little snacks are just vessels for vague life advice and lucky numbers, fortune cookies hold a whole world of potential when it comes to engaging consumers and creating brand buzz.
And before you roll your eyes, let us hit you with some hard facts.
Billboards: Big, Bold, and Fading Fast
On the surface, billboards seem like a surefire way to grab people’s attention. Big, bold, and right in your face. The truth is, billboards are drowning in a sea of visual noise. While they have had their peak, they’re not as impactful as they used to be.
First off, there’s the lack of personalization. Billboards are the advertising equivalent of a mass-produced greeting card. They may look flashy, but they can be pretty generic. And it shows. Only 41% of consumers can even remember what they saw on a billboard.
Now, you’d think that with all that space, billboards would be engagement magnets that inspire people to take action.
Spoiler alert: they’re not.
Only 5% of people actually engage with the brand after seeing a billboard ad. It also turns out that 20% of consumers straight-up ignore billboards.
That’s right, one in five people have developed billboard blindness.
If you want to really connect with your audience and inspire them to take action, you need something a little more…personal.
A Sweet Surprise: The Power of Fortune Cookie Advertising
While billboards are struggling to stay relevant, fortune cookies are quietly (and rightfully) eating up market share.
These crunchy snacks boast a jaw-dropping 62% unaided brand recall rate. That’s over three-fifths of people who can actually remember what they saw on a fortune cookie, compared the 41% for billboard ads.
Fortune cookie ads are also so intriguing that 25% of consumers go out of their way to learn more about the brand.
And let's not forget word of mouth.
While billboard ads struggle to get even 5% of consumers talking about the brand, fortune cookies are out there sparking conversations like a social magnet, with a whopping 33% of consumers discussing the brand beyond the ad experience – capturing attention, driving engagement, and getting people buzzing about your brand.
Bite-Sized Ads, Supersized Results
Capturing earned media for your brand is like striking gold.
While billboards have a 2% share rate, fortune cookie ads have 6% of consumers sharing their experiences online. This means more organic reach, increased brand awareness, and a whole lot of free advertising courtesy of your audience.
When it comes to QR code engagement, fortune cookies are leaving billboards in the dust with 78 scans per 100 views versus only 22 for billboards. That's more than three times the engagement, giving brands a direct line to consumers' smartphones and all the marketing opportunities that come with it.
Purple
Meanwhile, Purple, the provider of DTC mattresses and pillows, took a different approach by adding “in bed” to the end of every fortune. This clever move got them an 85% brand recall rate, made people 17% more likely to recommend them, and racked up over 46 million social impressions.
These brands proved that with a little creativity and the right partner, fortune cookie advertising can deliver killer results.
Manscaped
To generate mass awareness, Manscaped distributed 312,500 cookies around Salt Lake City, Utah. After the campaign, the leading male grooming company saw an impressive 72% brand recall and over 52 million social impressions.
America’s Cardroom
The biggest online poker site, Americas Cardroom, also went all-in on fortune cookie advertising to promote their new tournaments and prizes. By targeting the 21+ crowd, the company gained over 156,000 social posts, 3.1 million website visits, and a whopping 84% ad recall. Talk about a winning hand.
Crack Open Your Next Big Ad Win
With their unmatched personalization, high engagement, and unforgettable impact, they’re doing what traditional billboard ads can only dream of.
Connect with OpenFortune, and let’s cook up a campaign that will put your brand at the center of conversations, on the tip of tongues, and all over social media.
