Times Square Interactive Promo Bridges Digital And Social (For A Change)
August 30, 2012 by Dave Haynes
How about a Digital OOH program that cranks 111,000 Facebook likes, 6,900 shares and more than 2,000 comments in less than 48 hours?
Not too shabby, particularly given that a lot of Digital OOH operators are pretty spanking happy if people even notice their screens, never mind engage.
LocaModa CEO and Founder Stephen Randall has posted the details on a Paramount Pictures interactive program in NYC’s Times Square that’s powered by LocaModa and part of a campaign for the Blu-Ray release of Titanic.
The program asks people to recreate an iconic pose from the flick and see it up in LED lights in Times Square.
“What’s refreshing about this program,” writes Randall, “is that Paramount has been very savvy about priming it first via non-DOOH channels.”
Paramount announced the program on Facebook and Twitter at 7 pm EST Tuesday evening and by 10 the next morning the program already had 5,000+ shares, 94,000 likes, and over 2,000 comments.
Randall says LocaModa is widely used in Times Square for interactive media and elsewhere, but his team is “often surprised that clients don’t do what Paramount is doing to leverage ALL the channels at their disposal to get maximum exposure.”
The lesson here, he hopes, is that clients should encourage their media buyers to avoid silo thinking. Sure, often the OOH/DOOH media buyer has little or no access to other channels’ budgets.
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