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Archive for the ‘LocaModa Spotlight’ Category

LocaModa today launched an innovative campaign with Gap that connects the brand’s fans to the MTV 44.5 screen in Times Square.

LocaModa pioneered and patented the connection between the social web and social places and this is just one of many applications we’re proud to be involved with. As is sometimes the case, (when brands want a one-stop shop for multi-screen engagement) we’re managing every aspect of the user experience including management of the brand’s Twitter and facebook accounts, as well as the Times Sq billboard.

One of the aspects we’ve focused on in this campaign is to make the brand’s engagement with the user even more connected.

The onramp to the engagement is when the user tweets #BeYourOwnT with a photo of themselves. Other than excluding the expected dubious submissions (inc. promos or inappropriate content) it’s as easy as it it gets.

Submitted photo’s get moderated then queued up to be posted for 10 minutes every hour. When a user’s photo’s goes live, a camera captures the real time event and posts it to a photo albumn on Gap’s official facebook page. The user’s photo also dynamically becomes part of the brand’s mosaic “T” at the end of every loop.

The brand tweets back to the user that their photo has been posted and is now available on facebook to be tagged and shared.

This is a nice way to directly thank your fans (and by the way, the brand doesn’t send the same message to every fan – we’ve been sensitive to maintain the brand’s voice and authenticity throughout the experience).

The entire end-to-end platform and experience is provided without any additional hardware requirements on the DOOH screens/networks or brand. Got an Internet connection, great, lets go. So again, being agnostic about the DOOH OS, players etc, makes these applications cost effective, efficient, scalable and repeatable solutions.

Expect similar executions to be rolling out in retail – this is marketing (DOOH is not just about Ad networks folks).

We’ll follow up post campaign with some stats – but suffice to say, in just the first few hours of the campaign, there’s been an immediate rise in brand likes, and a veritable love fest for the fame and fun in what we call the 3Fs of brand engagement (Fortune, being the the 3rd “F”).

Having just returned from the OAAA in Miami, I note that DOOH + Social/Mobile is really gaining traction and is talked up at every event and presentation. The many war wounds we’ve got from being first (those arrows can hurt) are starting to pay off. So I’d be remiss then if I didn’t tip my hat to some of the companies that I think we’ve inspired to do similar programs.

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When LocaModa launched Wiffiti some 4 years ago, it was designed as an engagement tool for audiences to express themselves on screens at events or venues.

Wiffiti continues to serve us well and has been used in several hundred campaigns (with brands such as Pepsi, Coke, Verizon, GM etc) political events (such as a fund raiser for the then presidential candidate Barack Obama) and events/concerts (including major trade shows such as CES, American Idol tours and the Black Eyed Peas).

But a strange thing started to happen about 18 months ago.

Where LocaModa was focused on monetizing media on digital out-of-home screens, our platform unpredicatbly started to be embraced by teachers.

Like brands, teachers realized that their “audience” wasn’t always paying attention! Instead of telling their pupils to turn their phones off, enterprising teachers recognized the potential to use the phone as an engagement tool and communication channel.

What may well have started out as a “cool” idea or gimmick worked, and soon we saw tens of thousands of screens being made by users who were not exactly LocaModa’s target customers.

Today over 90,000 Wiffiti applications have been made by teachers.

Scolastic even published a lesson on text messaging in class via Wiffiti.

And that is why we not only had to listen to the wisdom of the crowd, but also work out where new markets for Wiffiti could be.

So today at Wiffiti.com, there is an invitation to a beta program that is being rolled out in the coming weeks to the many thousands of teachers, event/conference organizers and smaller digital networks who have been outside our core market.

The key features that teachers have been asking for have previously only been available to customers paying many thousands of dollars – but those features including the ability for a screen to be private and moderation tools, will soon be available to a much wider group of users.

And for event/conference organizers, who need more flexibility to customize screens to market to their audiences, there will be affordable Wiffiti Pro versions.

Our media clients and digital networks have a very different set of requirements for customized campaigns and/or hundreds or thousands of localized nodes, and these clients will be unaffected by the changes going on with Wiffiti. They will soon be offered a range of applications and features more easily tailored to their specific requirements.

So stay tuned – and if you want an invite to the Wiffiti beta program, you can get one here.

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Companies using social media to connect to people and places need to support the multiple tools and methods that their audiences use. However, if you were to ask 10 media savvy users how they send an update with a photo attachment, you’d probably get more than 10 answers.

LocaModa now supports even more interaction models via mobile or web using email, txt, Twitter and more….

For example, we support all the strange things that mobile phone email clients do, such as unusual MIME structures, or including the numeric mumbo-jumo that many carriers have implemented and include in their email subject lines. So friendly.

If a message includes a URL or short URL which looks like it might point to an image, we can display that image (assuming the message passes our filters and the image is moderated).

We also support a whole host of photo sharing apps on Twitter clients including yFrog (which also supports video), TwitPic, Lockerz, TweetPhoto, Instagram, img.ly, Lightbox and can display JPEG, PNG, BMP, TIFF and GIF images.

We also get requests from customers that want their audiences to be able to email directly to local screens. Every LocaModa-enabled screen has a unique address such as JOESBAR. This address can also be used as an email address for example JOESBAR@Wiffiti.com. In this case, any text in the email’s subject line can be copied into the body of the Wiffiti message. That method can also be used to email a photo to a screen, with the photo’s caption being the email subject line.

Some of this might seem a little geeky, but we now enable networks with over 30,000 venues and our platform has also enabled 80,000 Wiffiti screens for events, as well schools and churches, so we’ve given up being surprised by what our customers want to do with our platform.

If there’s a feature that you want and we don’t support, we’d be happy to consider it for our roadmap (but if it’s too esoteric you might need to bring your checkbook!).

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Escaping multiple snow storms this week in Boston, I’ve joined James Davies, Chief Strategy Officer, Posterscope on a week long series of thought leadership talks in London with leading agencies about the opportunities and lessons around social media and OOH. James and I had jointly written a paper on the subject which you can download here.

I get pretty inspired when I meet clients and get insights about local issues/challenges/opportunities, and this trip is no exception. Happily, I’ve also been more than a little suprised by the fast pace, innovation, responsiveness and attitude that I have experienced here.

My big takeaway is that the DOOH market in USA is not just attracting global attention, it’s also encouraging global companies to participate and innovate in the market (LocaModa’s partnership with Fujifilm Imagetec is one example). Companies far and wide are inspired by what’s going on in USA and are doing something about it. In many cases, they can move faster – their markets have less baggage, less fragmentation and often (as is the case with Posterscope) already have excellent tools to simplify the DOOH media planning and buying process.

I’ve also seen some beautifully executed DOOH here – for example in major underground stations. My gut feel from just a week in my old stomping ground is that the UK DOOH market is primed and ready to move.

USA DOOH is leading by example – now we need to make sure we continue to innovate, execute and drive a global industry forward.

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Nearly two years ago (Feb 2008), LocaModa launched Jumbli – a mobile and web based word game that was the first cross-channel game to use DOOH and Facebook. Today, Jumbli is still going strong on over 1,000 U.S. bar and cafe screens and in Times Square.

When we launched the game, the first sponsor was AT&T and during their sponsored month, we saw over 300,000 plays and reported that the top “interactive cities” (measured by the percentage of total mobile plays) were: LA 18%, Boston (17%), New York City (17%), and Chicago (10%).

That’s old news – but hang in there… We have Jumbli running on a loop on one of the screens at Loca HQ, and it’s surprising that people are still playing the game (90% via Facebook) from all corners of the world and at all times of the day and night.

Just how much time are the top players spending on Jumbli? As you can see from the above table (click to enlarge), the top player has so far spent the equivalent of 48 days of continuous play!

That’s a lot of time for a word game invented for DOOH screens.

More interesting info on Jumbli can be seen from the Facebook demographic data above (again, click to enlarge) which tells us that outside of USA, Philippines is the top country, then UK. And the top cities are Makati Quezon City and Jakarta, followed by New York. Well that was unexpected!

By the way – KenRandall, ranked #9 in the Jumbli top 10, is my Dad, and now I know he spends way too much time most mornings (from London) being distracted by Jumbli. 28 days to be precise!

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