Monster Social’s Wiffiti application spotted in Toronto’s Dundas Square, promoting Sony’s About Last Night. Now that’s a hashtag asking for moderation :)
Posts Tagged ‘monster’
CIROC and Uber, today turbo charge their new year campaign with the launch an OOH Social campaign using Monster Social (the platform formally known as LocaModa), Twitter and the huge Times Square digital billboard at 1568 Broadway at 47th Street.
Sean Diddy Combs’ Ciroc vodka has teamed up with on-demand transportation app Uber, who will provide discounts for safe rides home on New Year’s Day 2014. Throughout the remainder of 2013, consumers are urged to pledge to #CIROCthenewyear on Facebook and Twitter and make their commitment to never drink and drive.
Tweets with the hashtag #CirocTheNewYear are filtered and age-gated before being displayed in Times Square. For every message CIROC receives with #CirocTheNewYear, Uber will provide new Uber users with a $25 coupon code, up to a maximum total of $1,000,000.
At 12:00pm EST on January 1, 2014 Combs will personally tweet and post a special code for new Uber users to redeem their discount. The rides will then be made available on a first come, first-served basis beginning at 12:00pm on January 1, 2014. Consumers will be able to sign up with their code at Uber.com.
Celebrities have been joining the cause at pledge parties including Sarah Michelle Gellar, Zoe Saldana, Michael Yo, Kevin Frazier, and Thea Andrews and CIROC will also host additional pledge parties throughout December in key markets including New York, Los Angeles, Miami, Atlanta, Washington DC and Chicago.
The campaign runs 24/7 until Jan 1st 2014.
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.
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.
