Walking Billboards Take On A Whole New Meaning

Talk about wanting your MTV.

Starting today, a San Francisco marketer is sending models out in public in T-shirts with built-in television sets.

30-year-old pitchman Adam Hollander, who created the Adver-Wear shirts. His company, Brand Marketers, will debut the T-shirts today at theaters, malls and elsewhere to promote the Fox movie "I, Robot."

An 11-inch flat screen is mounted at chest level in each shirt, and four hidden speakers deliver sound. A shirt weighs about 6 1/2 pounds and costs about $1,000 to make. You can read the whole article in the LA Times.

Creativity goes a long way in marketing, but how much impact will this have? My guess is that it will have very little. But like most things that creative agencies do, the stunt will have a great deal of media impact and that in fact will be effective in getting more coverage for the movie. And, when looking at the effectiveness of a vehicle, you must factor in the value of the exposure through non-paid media.