Real-Time Voting Proves OOH Generates Results
To launch, build content and drive awareness for VH1’s new show, “The Great Debate” Posterscope developed a distinctive direct response launch program for VH1 that led up to the program air date—a multi-screen program throughout 300+ nightlife locations designed to reach a media and tech savvy target audience. Posterscope along with Zoom Media and Loca Moda developed a customized mobile platform connecting the OOH screens to all of the social and digital networks.
The messaging on screens in bars, in gas stations and on VH1’s giant digital screen in Times Square, all incorporated online voting with results that were posted to the screens in real time. To add in touch-points, customized bar ware was also distributed throughout nightlife locations in the key markets.
Results
Results were pulled from mobile users in Times Square as well as Facebook users. Results showed mobile, Twitter and Facebook accounted for 11% of the total traffic with the majority coming from vh1.com (which had the promotional power of the TV network directly behind it). Mobile/OOH accounted for 1% of the total respondents however, the “click through” or response rate for the mobile/OOH medium was 100 times greater than any other media form.
Stylish & Unique Shelter Extensions Immerse Consumers in the Absolut® Drinks World
Posterscope and TBWA/Chiat/Day New York developed and executed an elaborate Out of Home (OOH) Advertising campaign for the Absolut® Drinks campaign that transformed nine bus shelters in Chicago into sexy and stylish cocktail immersions for consumers. The goal was to increase the momentum of the ABSOLUT® Drinks campaign with spectacular, targeted OOH in key markets that would lead them into the new year with excitement.
Posterscope transformed ordinary transit shelters in Chicago with bold 3-Dimensional extensions that became literal translations of the ABSOLUT® cocktail world. Viewers up close to the shelters—pedestrians and transit riders— were also directed to Facebook to download and share featured cocktail recipes from ABSOLUT®.
3D Projections Bring Nokia’s N8 Phone to Life
Posterscope worked with Carat Boston to develop the largest US Out of Home (OOH) launch event ever for Nokia. The N8, one of their newest smart phones boasted high-quality streaming video and a clarity of picture that was unrivaled in the market and was to be featured in the upcoming Disney mega movie Tron: Legacy.
High-tech digital projection launch events debuted at the Nokia Theatre LA Live and the New Amsterdam theatre in the heart of Times Square, NYC. The new 3D mapping technology brought the facades of the buildings to life with sharp digital imagery that was perfectly choreographed to the music. In LA, street teams interacted with the captivated crowds and demonstrated the N8’s capabilities while conducting giveaways.
The Hollywood & Highland mall in LA displayed a large-scale interactive touch-screen unit while bus shelters featured eye-catching Electroluminescent paper that mimicked the tell-tale luminescence found throughout the movie. Digital premiere panels also illuminated the campaign at key intersections.
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Nationwide Digital Dominance
Posterscope helped Coca-Cola® to build the first-ever US nationwide digital network exclusively for one marketer.
Posterscope expert buyers and planners acquired prime boards and most recently targeted digital shelters that were geographically significant to Coca-Cola®’s retailers, products and messages. Ultimately, Posterscope procured 44 Digital Billboards in 41 markets and 17 Digital Shelters in 2 markets that would run Coca- Cola® products and messages exclusively.
The locations and ease-of-use of the national network allows Coca-Cola® to work with its retail partners and help drive business to their locations. All messages are able to be targeted and day-parted and allow for timely and relevant messaging for all Coca-Cola® products.
Digital Sync Execution Times Square
It had been almost a decade since Dunkin’ Donuts® had a presence in Times Square until the recent reveal of their 6 story tall Mission Fresh campaign—which Posterscope had produced—and they wanted to expand on the effort to bring awareness to their seasonal/local deals.
Posterscope’s Hyperspace team extended their presence in a specialized ‘digital surround’ sync campaign promoting their “6 Donut Deal”.
Hyperspace worked with three different digital media owners—ABC, Reuters and Nasdaq— to orchestrate a complex digital campaign that would sync the independent screens to allow the Dunkin’® message—and rolling donuts—to pass across all of the massive digital screens that spanned either side of Duffy Square in Times Square, NYC.
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Live GPS & Digital Technology Bring Innovation and Brand Recognition Together
To launch Acura’s® TSX® model cars with live traffic GPS technology, Posterscope developed an innovative campaign that combined live traffic GPS content with Digital OOH displays at the Honda Center in Anaheim, CA—the premier sports stadium in the area.
Posterscope and Locamoda fed current traffic conditions—updated second-by-second—to all the screens in the Honda Center, the goal of which was to show off Acura®’s live GPS technology and help Anaheim Ducks fans find the perfect route for their ride home.
The arena’s jumbotron, LED ribbons, plasma screens and even the screens outside the inner stadium—showcased the LIVE Map feed along with the Acura® logos. The campaign ran throughout the entire season.
Results:
The unique execution was awarded the 2009 MediaPost Award for the Most Innovative Content/Advertising Integration.
First-Ever Digital 3D Advertiser in Times Square
Posterscope determined that the Honda ® CR-Z Sport Hybrid® --being such an innovative, young and trendy new vehicle—needed to have a key driver that would push the boundaries of Out of Home (OOH). Posterscope’s expert digital and innovations division, Hyperspace, decided that the launch needed to be coupled with on-the-rise 3D technology.
The 3D concept became the centerpiece of the campaign when Honda® Motors took over Times Square to officially launch the car. Posterscope acquired a massive digital display, an HD ‘Spectacolor’ screen located in Times Square, that was deployed with innovative digital 3D graphics. All 100,000 3D Glasses were handed out by the street teams to the surrounding crowd.
Honda® had also previously enlisted additional support for the Times Square launch from Sony, Maxim Magazine and the hip hop group N.E.R.D.
Posterscope was also responsible for the backbone of the overall OOH campaign with strategically placed billboards in key markets throughout the U.S.
Bold Imagery & Street Teams Put Products in Hands
Posterscope, along with OLSON and TrashTalkFCM, worked to create an interactive campaign that would get Chinet Comfort Cups® directly into the hands of consumers. Posterscope chose cold days in target cities (NYC, Philadelphia, Washington DC, Boston) where street teams could show consumers how convenient the product was on-the-spot.
The Street teams, alongside eye-catching oversized Comfort Cup® displays showcasing the unique designs, dispensed a tasty French roast coffee and handed out coupons near major commuter hubs and intersections—warming consumers up as they made their way to work in the cold weather. Street team members were also wearing coffee cup jet pack props and custom Chinet® patterned cold weather apparel. Chinet® updated its Facebook page daily to let followers know where the distributions would occur.
Posterscope increased frequency and product recognition by placing bold outdoor ads at key commuter touch-points as well as near the samplings to provide the backbone of the message.
Results:
Throughout the short campaign (5 partial days in each of the 4 markets) over 82,250 cups of coffee and $1 coupons were handed out to potential consumers. The campaign was then extended to a 5th market.
Surround Site 3D Executions Bring SCT to Life
To invigorate South Carolina Tourism’s “Made for Vacation” campaign and help launch a new brand identity, Posterscope identified target rich environments where families, couples and friends spend time together in Washington DC, Atlanta and Philadelphia. Posterscope chose 3 major malls and orchestrated a month long, customized installation that showcased South Carolina’s diverse menu of experiences.
Posterscope executed larger than life installments that surrounded consumers at every turn. From wrapped escalators and elevators with life-like imagery, to oversized cutouts, balloons and parasailers—the elements in each mall were extraordinary and completely customized to capitalize on the individual features of each location.
To drive inter-activity with the brand Posterscope, along with Monster Media, created unconventional experiences via interactive screens (cubes) that featured virtual beach ball games that consumers could play. Over 72,000 people played the games with the screens.