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.