Dunkin’ Donuts and Airbnb have launched new advertising campaigns for Times Square linking their ads to Google Maps.
With New York Advertising Week underway, Times Square is packed with creative minds from around the world discussing the work on display. Dunkin’ Donuts and Airbnb have taken advantage of the opportunity with advertising campaigns aimed at attendees from out of town.
Working with New York-based creative agency Johannes Leonardo as well as Trilia Media, Dunkin’ Donuts has launched timetocoffee.com. The site takes a user’s location data in relation to the nearest Dunkin’ Donuts in Time Square and the current wait times at each to determine which outlet will provide the quickest coffee.
Crucially the campaign also works with Google to direct users looking for coffee to the nearest Dunkin’ Donuts. A Google search for “coffee near me” on Google Maps or in Google Search on mobile will yield an ad saying “Find the fastest coffee” and by clicking on it users are redirected to Google Maps which then uses the timetocoffee.com model to recommend the best Dunkin’ Donut to stop by.
Airbnb have also partnered with Johannes Leonardo to create an advertising campaign called “Hosted Walks” that will direct visitors to hidden gems in New York rather than the mainstream tourist offerings.
When a user searches for tourist destinations around Times Square or inputs their tourist destinations into Google Maps they will be met with an ad encouraging them to see New York like a local. Clicking on the ad takes them to Google Maps which uses the location to create a route for them to explore the hidden gems in the city. The tour is narrated by Airbnb hosts in audio as well as speech bubbles.