Campo Viejo creates real-time outdoor campaign for Streets of Spain festival

5 May 2015, London. Spanish wine brand Campo Viejo, owned by Pernod Ricard, celebrated its third annual Streets of Spain festival by incorporating user-generated social media content into its digital outdoor advertising, a first-of-its-kind campaign for the company. Held on London’s South Bank, the festival brought the food, wine, art, music and culture of Spain to one of London’s most popular locations for the full bank holiday weekend, from May 1st to 4th.
This year, visitors were encouraged to share their experiences via Twitter and Instagram using the hashtag #StreetsofSpain. For the first time ever, content shared to the #StreetsofSpain hashtag was then used in real-time on digital screens across London as part of Campo Viejo’s digital out-of-home (DOOH) campaign.
The outdoor activity was planned by Posterscope and Havas, and delivered the content to more than 100 digital screens across London using the Liveposter platform.
Samantha Brereton, client director for Posterscope, said: “This is the second time we have supported the Streets of Spain festival. This year we plan to help Campo Viejo build upon last year’s record-breaking success which saw 300,000 visitors join the festival, and are very excited to be using an extremely innovative and interactive outdoor campaign to help drive attendance.
“Using the Liveposter platform, we’re able to source visitors’ own content shared to the #StreetsofSpain hashtag in real-time, giving people across London a little taste of the festival. The festival is all about bringing Spanish life to London over the bank holiday weekend, and using visitors’ genuine experiences is the best way of representing that feeling to a wider audience.”
Lucy Bearman, head of marketing at Pernod Ricard, said: “Streets of Spain has grown from year to year, and we can’t wait to give this year’s visitors a taste of Spanish life this bank holiday weekend. There’s an incredible buzz across the weekend, and we’re delighted that Posterscope is helping us to spread that feeling by using visitors’ own shared experiences on digital screens across London.”