Lamar Advertising and Paramount Pictures kicked off a cool (pun intended) new digital out of home campaign to promote the upcoming release of the Baywatch movie. 

Using Lamar’s dynamic digital capabilities, each billboard automatically displays a contextually relevant Baywatch ad triggered by the current weather. The campaign is running through Feb. 5th on 52 digital billboards in 16 markets with the coldest temperatures in our footprint.

Here’s how the weather trigger functions:

General cold weather ad runs when the temperature is between 1 and 50 degrees:

Sub-zero/icy weather ad runs when the temperature is 0 degrees and below:

Snowy weather ad runs when snow is in the forecast:

Rain/sleet weather ad runs when rain is in the forecast:

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