BBDO, an advertising agency based in Toronto has created a subway poster for Pepsi that lets you hear exclusive tracks by plugging your headphones into the ad. For more details, go here to read the full article.
I think this is an absolutely brilliant idea:
We see thousands of ads everyday, and we spend an average of less than a second seeing each ad. So, when you plug your headphones into this ad, you are forced to stare at it for longer than usual... as a result, you may actually read the ad.
In my opinion, I think this is a groundbreaking ad as almost all types (print and multimedia) of advertisings are one-sided. That is, you do not get to interact with most ads, aside from the fragrance ads find in various magazines. However, with this new Pepsi ad, people get to play with and enjoy the ad.