snowflake billboards

Ideating how to do dev tool billboards?

I like these from Snowflake.

Especially the customer showcase ones as the format can almost be copy-pasted ;)

One more interesting thing about those billboards though:

  • folks from Snowflake placed just a few of them strategically in the cities
  • And changed content of the billboard often

By doing that they seem to have billboards everywhere, fight ad fatigue, and stay top of mind.

Love it.


vercel billboard ad

Just an awesome billboard/ad format for a dev too company coming from Vercel.

What I like about it is:

  • you catch attention with something different
  • those who are in your audience get it, maybe they feel more seen
  • you reinforce that your brand is very developer-focused
  • you don't forget to put the "obvious" branding in there
  • and there is a CTA to get people to do something

Simple and beautiful.

Btw, they actually run similar ads on Reddit and it makes a lot of sense IMHO.


"Ask your developer" billboards from Twillio

Just wanted to share this classic dev tool branding campaign.

There is even a book about this from Jeff Lawson at Twilio.

But I recently saw someone share on HN that it got changed to "How can I reduce acquisition costs by 65%". Made me a bit sad.

But perhaps after years and years of working it stopped delivering any additional brand awareness/affinity.

Could they have come up with another flavor of "Ask your developer."?

Maybe. But maybe at their levels of mind share you are playing a different game.

The good thing is, you are not at that stage ;)

And f you pull off something that is 1% of the success of that famous Twilio campaign you can make your brand noticed and remembered.

I know we are in the year of doing what brings results right now. And branding campaigns may not make the cut.

But maybe we can (and should) afford to do something that helps us deliver that pipeline next year or a year after that?


"Life is too short" campaign from New Relic

Is this brand campaign 💩 or ❤️?

I like it a lot actually.

It gets attention, it is memorable, it gets reactions.  

And It does speak to a product message: that you have better developer experience than other tools.

It definitely beats flavors of "5x developer productivity".


Funny competitive campaign billboard

Funny and memorable competitive billboard ad from @Statsig 👇

You have a big incumbent, everyone knows them. Use it to anchor your brand.

And tell the story of how you do things differently.

👀 But first, make people see you. And remember you in the next conversation when the big known brand or a category comes up.

And being funny is one of the best ways of getting attention and being remembered.

💚 I love how folks from Statsig did it here. Such a playful pun on the feature flag category incumbent Launch Darkly. Job well done.

Btw, this was shared by Oleksii Klochai in the Developer Marketing Community (you joined yet?).


"What good is bad data" from Segment

This is a really clever billboard campaign.

Show don't tell they say.

And Segment did exactly that by putting billboards with the wrong location printed on them (LA in SF etc).

The theme/message was "What good is bad data?" which was exactly what they wanted to convey.

What I like about is the alignment between:

  • campaign creative
  • campaign theme
  • product value

This is hard to do imho so big kudos to them 🎉!


Reportedly many folks who saw billboards didn't get that it was intentional and Tweeted at them about the error.

Or maybe they were next-level jokers...