Earlier this week the NY Times published an article about the increased amount of advertising being applied to vacant storefronts... Of course these are popular due to affordable price, large exposure and relatively easy production.
But Carnival, Arnold and Monster Media took it one step further... Capitalizing on the fact that lots of folks would be walking by said storefronts with mobile phone in hand they created one-on-one, disruptive experiences with Sidewalk Aquariums. Very cool. Find them in LA, DC, Dallas and more.
A good video on the effort featuring Carnival's CMO is below...
Oh, and I originally found the Carnival stuff on this site, which is awesome and worth a visit.