Billboard Bands: Reaching For Wrists
January 29, 2007
The must-have accessory for club kids today? Not an ironic platform
shoe or a T-shirt that changes colors as one sweats, but those mandatory,
generic, hospital-style bracelets that require a blade or Houdini-like
skill to remove. It was only a matter of time before someone came
up with a plan to present the blank, six-square-inch canvas as advertising
Billboard Bands is ready to broker that deal. With a network of 150
clubs in 20 DMAs, the company says it can deliver more than 1 million
bands a month to give brand clients a national or local presence.
Clubs get free wristbands, and brands get exposure at social gatherings
via four-color ads that can include bar codes, tear-off coupons and
other features. Officially launching this month, the company has
deals with The Global Fund's AIDS campaign and GFH Boards, which
is promoting its action sports equipment at Sundance events.
Company execs cite positive stats: 63% of respondents wear bands
until they get home, and 34% say they don't take them off until the
next day or later. Besides reaching kids in a relaxed environment,
added CEO Fred Epstien: "When you're drinking, you're constantly
bringing that band up to your face." —Becky Ebenkamp
Marketer: Billboard Bands, S. Norwalk, Conn.
Agency: Hyphen Marketing, New Canaan, Conn.
Key Players: BB: Fred Epstien, CEO/co-founder; Hyphen: Nancy LaPerla,