One of my first goals when I began working with Michael-Towne Wines and Spirits, was to “ring the dinner bell” when it came to our delivery app. Most regular customers simply weren’t aware the store even had a social media presence, let alone an entire app dedicated to delivery and pickup services. To address this, I wanted to build a campaign that would alert the neighborhood to the utility of the app and would prompt as many downloads as possible.

I’ve lived in NYC since I was born, and from the very first day I saw a LINK terminal in the street, I was fascinated by the concept. To me, the LINK terminal represents an undeniable reality of the future of marketing. Print marketing with time, will inevitably be replaced by digital displays that offer advertisers the ability to manipulate their materials to adapt to circumstance, context, or viewer. Where we once had the space for one single poster, the LINK terminal offers space for countless advertisements, all of which can be updated on the fly to include personalized information.

Considering this capability, it always seemed to me that the LINK terminal would be the ideal place for local advertisement. One LINK terminal in one location could promote the same product but to a localized sub-demographic of neighborhood locals, and if you’re promoting an app that offers delivery, it stands to reason that it would be those neighborhood locals you would need to impress most. With this in mind, I went ahead and drafted up 4 mock advertisements to be disseminated amongst various LINK terminals throughout Brooklyn Heights and Dumbo, with the express purpose of alerting locals to our ability to deliver to their area. These posters were designed to feel personalized to the viewer, by way of utilizing graphics and images specific to their immediate area. The poster featuring the Brooklyn Bridge, would show up on LINK terminals within a few miles of that very bridge, or to extend that idea, posters featuring pictures of the storefront itself would show up in the immediate vicinity of the store. Effectively redirecting viewers’ attention to the store and prompting them to consider the store’s distance in relation to their residence.

I’m particularly proud of this project because it was my first taste of what it would be like to ideate and execute an entire marketing campaign. It also opened the door for future collaboration with LINK NYC. Shortly after this project had completed its cycle, we launched a smaller set of copy-intensive city-sponsored LINK NYC ads, which ran on several terminals around Brooklyn for the remainder of the year.