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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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One Response to “Gap Tees Up Social Media In Times Square”

  1. Ken Says:

    Great 21st Century DOH advertising — Opens a NEW WORLD.

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