This week The Weather Channel has launched a new, re-designed app for iPhone. To help build awareness for the launch, The Weather Channel partnered with BBDO New York to create a campaign incorporating less than traditional ways to announce the new app as well as to demonstrate its new design and further reinforce The Weather Channel’s position in the weather forecast space.
First, BBDO created wild, real-time postings that used a static medium to reinforce the accuracy of The Weather Channel forecasts. Posters were printed to look like “Coming Soon” movie posters which forecast the specific weather in each city three days out. Posters were made and posted in a matter of hours to illustrate the accuracy of the weather forecast. The posters appeared in Chicago, LA and NY.