To make Valentine’s Day extra special, Primedia Outdoor took over the streets and social media and invited the public to send Valentine’s Day messages of love to their partners, family, friends and colleagues on Twitter and then have their message automatically showcased on Primedia Outdoor’s urban and mall digital Out-of-Home holding.
People joined in their numbers, tweeting their romantic messages using the hashtag #PrimediaBigLove and their posts were instantly flighted across Primedia Outdoor’s Urban Digital Network after a quick and effective screening process. The Urban Digital Network delivers impressive audience impacts of 2,605,515 with a unique audience reach of 881,303 over a one-week period (ROAD 15/16/17 SM).
Jorja Wilkins, Marketing Services Executive of Primedia Outdoor believes that this love-filled campaign fired up consumer engagement and interactivity with digital Out-of-Home. ‘We wanted to push the envelope with this campaign and demonstrate the power of Out-of-Home and social media synergy,’ she said. ‘We received over 220 tweets throughout the day, yielding a total of 8927 organic impressions. In addition to that, radio stations 947 and Talk Radio 702 promoted the campaign during their shows and also across their social media platforms.’
According to TrendWiki SA, the #PrimediaBigLove hashtag was one of the trendiest hashtags on Valentine’s Day, trending in the top ten for most of the day and peaking at fourth position. This fully-automated digital campaign showcased the immediacy and interactive capability of digital Out-of-Home, by linking live social feeds from Twitter to be displayed onto the screens. In essence, this campaign has proven to be highly engaging and has shown how digital Out-of-Home can be a strategic platform for direct consumer response.
Primedia Outdoor exhibited how the out-of-home industry can harness new technologies and showcasing how marketers can leverage the synergy of social media and digital out-of-home.