In the right hands, connecting an otherwise ordinary network of screens to an extraordinary screen or two, amplifies the engagement and value of the ordinary network. And I’m being polite – that ordinary network might actually be extraordinarily boring. But it can still be saved by connecting it to unique screens and places…
Take a retail experience where a mall shopper is rewarded by having their photo sent to the mall screens. The shopper gets a shot of fame, they tell their friends, and in the right hands that can enhance customer experience, foster loyalty and increase sales.
Times Sq can be used as an extreme version of this strategy. (NOTE: This should be a strategy, not a stunt. Too many times, brands and agencies get caught up in doing stunts that feature a big screen(s), but don’t connect them in any meaningful way, so they fall flat.)
Warning – shameless plug: LocaModa has done more Times Sq connected campaigns (e.g. connecting other DOOH networks, TV, Facebook, Twitter, websites etc) than any other company in the world.
We’ve worked with AT&T, Vans, South Park, Gap, Nickelodeon, Samsonite, Stride, Mexico Taxi project, Obama, Kayak, Loez Tonight/TBS, VH1, AdWeek, Ciroc and others
Of course those brands were interested in the hundreds of thousands of people seeing their campaigns in Times Sq every day, but they were also interested in the millions of people able to see AND engage via mobile, facebook, twitter and other websites – i.e. people who are not in Times Sq but pay attention because they could be promised a moment of fame in Times Sq.
In an age when we can all broadcast ourselves on YouTube, handing over the keys to public screens is actually a more unique and therefore more valuable experience for consumers and it can be leveraged to make otherwise boring screens suddenly much more engaging and relevant.
So don’t think Times Sq is for stunts – use it to amplify your campaign.
Here’s a link to our very own Mr Greg Stellato and his bride on their recent wedding day – now made famous by Gap in Times Sq, Twitter and Facebook.