In a recent issue of Time Out New York, I noticed a full-page back cover ad for the "Rock the Sidewalk" event Aug. 3 in New York's Times Square.
While staging an event in one of the world's busiest pedestrian intersections, which attracts over a third of a million people each day, is certainly worth a post in and of itself, that is not the focus here.
What caught my attention about this marketing event for fashion retailer EXPRESS, which featured a runway fashion show that was streamed live on Times Square's huge outdoor digital billboards, was that the ad did not have a web site URL. The only call-to-action (CTA) was a hashtag: #EXPRunway.
This type of tactic is not for every event, but if you understand the objective of this event, the target set EXPRESS is going after and the image it is trying to convey, the tactic makes sense.
The key takeaway here is to think beyond just URLs and really understand the full CTA menu available to you, i.e. click, tweet, text, scan, tap, like, follow, e-mail, call, etc., and match your CTAs to your audience, media platform and objectives.