{
  "slug": "tower28-2026-07-23t09-2",
  "company": "Tower28",
  "headline": "Interactive NYC billboard spritzed passersby with its hero product, per Glossy.",
  "topic": "{Stash Edge — Event & Experiential}",
  "source_name": "Glossy",
  "source_url": "https://www.glossy.co/beauty/amy-liu-unpacks-tower28s-bespoke-nyc-billboard-that-spritzed-passersby-with-its-hero-sos-spray-this-summer/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/tower28-2026-07-23t09-2",
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      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Event & Experiential}\n◆ PLATINUM · Experiential OOH with product demo · Tower28\n\nInteractive NYC billboard spritzed passersby with its hero product, per Glossy.\n\nMost OOH is visual noise. Tower28 made the billboard do work — it handed out product. The person walking by New York got to feel the spray on their skin, and that's a trial no Instagram ad can buy. If you're launching a hero product and you have a Q2 or Q3 budget, find a high-foot-traffic corner in one major city, build a simple dispenser (it does not need to be fancy), and let the product sell itself. The screenshot and the word-of-mouth pay for the installation.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/tower28-2026-07-23t09-2\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/tower28-2026-07-23t09-2\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/tower28-2026-07-23t09-2",
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      "alt_body": "{Stash Edge — Event & Experiential}\n◆ PLATINUM · Experiential OOH with product demo · Tower28\n\nInteractive NYC billboard spritzed passersby with its hero product, per Glossy.\n\nMost OOH is visual noise. Tower28 made the billboard do work — it handed out product. The person walking by New York got to feel the spray on their skin, and that's a trial no Instagram ad can buy. If you're launching a hero product and you have a Q2 or Q3 budget, find a high-foot-traffic corner in one major city, build a simple dispenser (it does not need to be fancy), and let the product sell itself. The screenshot and the word-of-mouth pay for the installation.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/tower28-2026-07-23t09-2\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/tower28-2026-07-23t09-2\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/tower28-2026-07-23t09-2",
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    "bluesky": {
      "label": "Bluesky",
      "body": "{Stash Edge — Event & Experiential}\n◆ PLATINUM · Experiential OOH with product demo · Tower28\n\nInteractive NYC billboard spritzed passersby with its hero product, per Glossy.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/tower28-2026-07-23t09-2",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Interactive NYC billboard spritzed passersby with its hero product, per Glossy.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nTower28 built a custom billboard in NYC with a large button that dispensed its SOS spray to pedestrians, turning an outdoor ad into a product trial.\nHere's the cool part — the lever almost everyone misses (and you don't have to): the billboard is not the ad — the product is. Build the mechanism so the pedestrian's hand triggers the product, not just their eye. A button dispenser turns foot traffic into trial, and trial is the only thing that moves beauty. The cost of the tower and the product sits in one line item — experiential media — and the CPT (cost per trial) is lower than any paid sample strategy because you own the location and the dispenser.\nWhat that means for you: Most OOH is visual noise. Tower28 made the billboard do work — it handed out product. The person walking by New York got to feel the spray on their skin, and that's a trial no Instagram ad can buy. If you're launching a hero product and you have a Q2 or Q3 budget, find a high-foot-traffic corner in one major city, build a simple dispenser (it does not need to be fancy), and let the product sell itself. The screenshot and the word-of-mouth pay for the installation.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Glossy: https://www.glossy.co/beauty/amy-liu-unpacks-tower28s-bespoke-nyc-billboard-that-spritzed-passersby-with-its-hero-sos-spray-this-summer/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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}