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Posts Tagged ‘instagram’

According to the Oxford English Dictionary, a selfie is “a photograph that one has taken of oneself, typically one taken with a smartphone or webcam and uploaded to a social media website.”

Now the very nature of the “look at me” selfie is being leveraged as a strategic tool that OOH networks are using to help drive awareness for their screens. This is an engagement STRATEGY not a campaign. Designed to be attention grabbing and improve engagement for Cemusa, #TSQselfie enables advertisers to skin the application and be part of the consumer dialog in New York City’s busiest intersection.

As our very own Mr Beauchamp said in today’s press release “#TSQSelfie application enables Cemusa screens to be even more engaging for pedestrians, and therefore more valuable to brands and agencies. It has the perfect balance of fun and fame to get pedestrians noticing and participating.”

Expect to see more OOH networks working on similar strategic initiatives to drive engagement and therefore value.

The application runs for 30 seconds every 5 minutes, 24/7 across 20 screens on 10 Cemusa newsstands in Times Square.

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Although I’ve lived in Boston these past 10 years and now spend much of my time in Orlando at Monster Media HQ, I grew up in London and many things British tug at my heart and remind me of my roots.

I’m not sure if I can really explain what the mere mention of the sea-side town of Blackpool means to a Brit. It’s loved for it’s ’50′s authenticity, Victorian heritage, piers, tower, amusements, its many famous and successful soccer players and musicians (including Ian Anderson of Jethro Tull, David Ball of Soft Cell, Chris Lowe of Pet Shop Boys, Graham Nash of The Hollies and Crosby, Stills, Nash & Young, Robert Smith of The Cure, Lemmy of Motorhead….)

As Blackpool competes with other tourist destinations, it is turning to digital marketing strategies to connect to people far and wide to spread the word about this jewel in the UK’s crown.

UK digital out of home advertising solutions company, Digital Guys called Monster Media to leverage our LocaModa social media platform. The same approach that attracts millions of people to tweet photos to screens in Vegas, Times Sq and thousands of bars, clubs, stadia in US and beyond, is being used by Blackpool to amplify its appeal.

The juxtaposition of Twitter, Instagram, Facebook etc and Blackpool’s Victorian appeal might seem odd at first, but actually makes perfect sense. Any subject that touches the passions of followers is a good starting point for a marketing strategy.

The campaign doesn’t start until the 28th November but it’s already getting the right kind of attention.

Digital Guys are cleverly and efficiently using multiple digital channels to promote, connect to and extend the Blackpool brand. They are leveraging Monster’s LocaModa platform to aggregate, filter and display tweets and Instagram photos around the hashtag #LoveBPL. They are then amplifying this attention via facebook and google+. They are doing this right by actively working all these channels: monitoring the conversations, responding, retweeting, and promoting their campaign in blogs. And it’s working. Quickly.

Within just 3 days a blog post about their campaign received over 12,000 views and over 400 shares.

Joanna Kay, from DigitalGuys, said: “Blackpool is great and so much more than a summer season resort. But just talking to people in London and elsewhere, too many people think it is all rock and donkeys. We want to raise awareness of everything else that goes on here from the people that live and work here. Blackpool has got the £220m Central Business District development, and all the culture and entertainments to offer.”

As I have reported we have been working with a number of networks and brands on similar approaches. It’s really important to not lose sight that such campaigns are short term tactics. When they are over, the brand and the networks need to continue to engage and have a dialog with their audiences. Having a long term approach, is where this works and impacts brand equity and revenue opportunities (sponsorships, ticket sales etc).

Imagine a not-too-distant future Blackpool with a famous interactive billboard on its North Pier displaying kiss-me-quick Instagram photos and filtered tweets and connecting to multiple social channels and screens to keep the Blackpool brand front of mind.

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Further to my post last week about social media being the future (rather than merely a feature) of digital place based networks, it’s more than a little encouraging to see Broadsign take up the mantle for social media as a strategic tool.

Today we announced that we have signed a strategic agreement with Broadsign to jointly market and sell end-to-end social-enabled signage solutions.

We’ve worked with Broadsign whenever networks, agencies or brands require our solutions in a Broadsign environment. But the market is getting serious about measurable engagement (rightly so) and platform companies are getting proactive about having social and mobile capabilities as part of their core offering.

Broadsign has demonstrated their web savviness in their architecture and their entrepreneurialism in their business, so working with them more strategically is a natural extension for both our businesses.

With Broadsign we will be able to meet the brand, networks and agencies’ call for marketing solutions that enable filtered, “brand-safe”, real-time social media over multiple channels including public signage.

Ahead of DSE next week, I’m presenting an overview of social media-amplified digital signage at BroadSign’s First Annual Client Summit, on February 26, 2013 at the Aria Resort and Casino. If you’re not going to that, reach out to me at srandall at locamoda dot com.

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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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