“If you’ve driven through Michigan, Wisconsin, Illinois, Pennsylvania or South Carolina this summer, there’s a chance you’ve motored by a billboard or two that caused you to do a bit of a double take. If so, you’re not alone.
The product? Outhouse Springs bottled water.”
In fact, this is a promotion by the outdoor ad company, most likely to prove billboard effectiveness. Note that 10’s of thousands of people have visited the Outhouse Springs website showing that offline channels can easily deliver online traffic (and build buzz).