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Billboards have evolved from painted bulletins and 30 sheet posters to poster flex, vinyl and digital. With each change, marketers have been given the opportunity to become more creative with their design and execution. The following are a couple of recently executed billboard campaigns with interesting creative concepts.

First up, the scented billboard.
In an effort to reach the consumer and to jump out and grab their attention, Bloom(a grocery store) in Mooresville, N.C. launched a scented billboard campaign. The billboard image is a gigantic piece of steak on a fork and the billboard gives off the scent of a backyard barbecue. The scent is emitted by a high-powered fan at the bottom of the billboard that blows air over cartridges loaded with the BBQ fragrance oil.  The scent is emitted from 7am to 10am and again from 4pm to 7pm.

Next up, a billboard with a QR code.
Calvin Klein Jeans recently put up three billboards (two in downtown New York and one on Sunset Boulevard in LA) with bright red QR code under the words “Get It Uncensored” as part of an advertising campaign to promote the brand’s jeans.

Passersby’s can use their smartphones to snap a picture, which will then pull up an exclusive, 40-second commercial. After the spot plays, viewers can then share the code with their Facebook and Twitter networks.

The use of a QR code to access the exclusive Calvin Klein Jeans video is a way for the brand to deliver engaging content to consumers in an interactive way. According to Jennifer Crawford, vice president of corporate communications at Calvin Klein, New York; the campaign has been very successful and QR codes will continue to be integrated into upcoming campaigns.