{
  "slug": "tower28-2026-07-23t18-1",
  "company": "Tower28",
  "headline": "Interactive billboard spritzed thousands of NYC passersby with product all summer.",
  "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/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/tower28-2026-07-23t18-1",
  "channels": {
    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Event & Experiential}\n◆ DIAMOND · Out-of-home experiential activation · Tower28\n\nInteractive billboard spritzed thousands of NYC passersby with product all summer.\n\nThis is what people miss about OOH: it's not a billboard, it's a booth you don't have to staff. Tower28 turned a static ad into a distribution node. The button was free labor—people did the sampling for them. The best part? Every person who pressed it left with the product on their hands, their face, their clothes. That sticks. Not every brand can build a $50K button board, but a smaller brand could do the same idea at a tenth of the cost: a sample dispenser built into a poster, a scratch-card, a tear-away tab. The mechanism is the same—make the OOH do the work.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/tower28-2026-07-23t18-1\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/tower28-2026-07-23t18-1\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/tower28-2026-07-23t18-1",
      "chars": 1138,
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Event & Experiential}\n◆ DIAMOND · Out-of-home experiential activation · Tower28\n\nInteractive billboard spritzed thousands of NYC passersby with product all summer.\n\nThis is what people miss about OOH: it's not a billboard, it's a booth you don't have to staff. Tower28 turned a static ad into a distribution node. The button was free labor—people did the sampling for them. The best part? Every person who pressed it left with the product on their hands, their face, their clothes. That sticks. Not every brand can build a $50K button board, but a smaller brand could do the same idea at a tenth of the cost: a sample dispenser built into a poster, a scratch-card, a tear-away tab. The mechanism is the same—make the OOH do the work.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/tower28-2026-07-23t18-1\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/tower28-2026-07-23t18-1\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/tower28-2026-07-23t18-1",
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    "bluesky": {
      "label": "Bluesky",
      "body": "{Stash Edge — Event & Experiential}\n◆ DIAMOND · Out-of-home experiential activation · Tower28\n\nInteractive billboard spritzed thousands of NYC passersby with product all summer.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/tower28-2026-07-23t18-1",
      "chars": 274,
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    "substack": {
      "label": "Substack · Fending",
      "title": "Interactive billboard spritzed thousands of NYC passersby with product all summer.",
      "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 installed a custom NYC billboard in June with a large button that spritzed passersby with its SOS spray hero product, creating a documented interactive OOH case study per Glossy.\nHere's the cool part — the lever almost everyone misses (and you don't have to): a button is a trial funnel you control. Instead of handing out samples at a pop-up booth, put the product into the OOH itself and let the street run the demo. Passersby become users, users film and post, and the billboard becomes content. Run this on a high-foot-traffic corner in your city—not for one day, for six weeks—and document every angle. The earned media from the activation pays for the print.\nWhat that means for you: This is what people miss about OOH: it's not a billboard, it's a booth you don't have to staff. Tower28 turned a static ad into a distribution node. The button was free labor—people did the sampling for them. The best part? Every person who pressed it left with the product on their hands, their face, their clothes. That sticks. Not every brand can build a $50K button board, but a smaller brand could do the same idea at a tenth of the cost: a sample dispenser built into a poster, a scratch-card, a tear-away tab. The mechanism is the same—make the OOH do the work.\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/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss.)\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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}