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Posts Tagged ‘gap’

Superlatives are in superdrive as the largest boy band in the world, One Direction (or 1D as their fans call them) arrive in New York today.

Sharpie, one of the brand sponsors supporting this latest British invasion, are asking One Direction fans to draw, sketch, or scribble anything to do with One Direction and hey presto, they can share the screen with them, and receive a souvenir photo like this one of their moment of fame.

This is yet another great example of a 360 degree Social Out of Home strategy to amplify audience awareness and engagement. Sharpie, by offering fans the chance of being on New York’s largest screen in Times Sq with their heroes are doing everything right. They are offering a fun engagement with a great reward, and a (captured) moment of fame. This is the previously described “3 Fs” strategy (The 3fs = Fame, Fun and Fortune).

If anyone doubts that fans would go to the trouble of drawing pictures (rather than just taking a photo from a smart phone) they’d be wrong – we were deluged by tennie drawings as soon as the campaign went live. We’ve probably got enough pictures to paper all the screens in Times Sq!

Oh, and anyone starving for attention in Times Sq today could of course also submit a photo to the Gap campaign running a few feet away on the Viacom screen.

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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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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.

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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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