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Archive for November, 2012

Gap has been innovating recently with their digital seasonal promotions and this holiday season is no exception. Their multi-channel holiday campaign (their third with LocaModa), “Love Comes In Every Shade” includes a 360 social/OOH program that connects out-of-home media to the most popular social networks for maximum audience amplification.

(Note: Programs with a feedback loop to consumers are often called 360 programs, as opposed to one-way social programs that are called 180.)

Here’s how #GapLove works:

A user tweets a message and photo containing the hashtag #GapLove.

The user’s message is filtered and moderated by LocaModa’s social messaging platform, and, subject to being acceptable, is then posted to the Viacom Times Square screen. (Note: The Viacom Times Sq screen does’t need any additional hardware to run this type of program.)

A camera facing the Viacom screen is synchronized with the media, and takes a souvenir photo of the user’s submission. (again, no additional hardware is required to synchronize the camera – only a web connection.)

A message is tweeted to the user, with a link to their souvenir photo.

The souvenir page not only contains a photo of the users moment of fame, but also share links to Pinterest, Twitter, Facebook, Tumbler and Google+

It’s just too easy to click a link, type a comment, and hey presto the brand is potentially in front of another 300 people the average social graph size.

Data taken from LocaModa’s ten most recent 360 programs shows that over 75% of users share their photo with their social graph, and more than 80% of those users do so via Facebook. By the way, users also happen to spend more than 4.00 minutes on their souvenir page – another good brand touchpoint and conversation point.

Amongst the first people to pick up on the Gap program, send in her photo, then retweet her moment of fame was a member of Wal-Mart’s Global Comms Team.

So for anyone in DOOH/OOH still sitting on the sidelines about enabling social platforms, the message should be getting louder and clearer every day:

Big brands are engaging.

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Many years ago, three start-ups back, in a land far far away (well UK actually), a technology company successfully won a material contract to develop a product for my company. Over several weeks, I met with all the executives and interviewed many of their key staff. They appeared professional, very smart and had a list of top clients that won me over. But I was young and naive, and clearly, very impressionable.

18 months later, that company failed to deliver what they promised, and to add insult to injury, we had already paid them several hundred thousand dollars MORE than they had initially quoted.

Where did I go wrong?

Well one hard lesson (out of many) that I learned, is that there’s a really good question you need to get answered BEFORE partnering with a company that will be mission critical to your plans.

HOW MUCH OF YOUR BUSINESS IS REPEAT BUSINESS?

When I called a few of the companies that had worked with this vendor and asked them if they had ever returned to them for more work, NONE of them had gone back.

Today, repeat business is a key performance measure. It’s a great measure for so many things, not least, your reputation, quality of work and competitiveness.

I’m happy to say that over 75% of LocaModa’s customers are repeat customers.

This week, the love was returned by GAP, who are using our platform as part of their #GAPLOVE holiday program until the end of the year.

More on that campaign very soon.

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