The socially-driven digital out-of-home campaign aimed to deliver a new way for people to share sentiment with loved ones. Participants were rewarded with proof of flighting images, which was shared via social media and featured their public declaration of love posted onto the screen.
Primedia says that the '#PrimediaBigLove' campaign performed well, having posted 340 overall social media postings throughout the day. The brand saw a 55% increase in consumer engagement from the previous year.
The campaign received 180 tweets throughout the day, yielding 5 293 organic impressions, while 160 love messages got shared on Facebook. In addition, Primedia Outdoor's Facebook page received 616 page views and 50 new page 'Likes'.
"We wanted to create a fun and interactive campaign designed to deliver an unforgettable experience, as well as showcase how digital out-of-home can be a strategic platform for direct consumer responses," says Jorja Wilkins, marketing services executive of Primedia Outdoor.
"We continuously strive to push boundaries in delivering notable engaging campaigns by leveraging our digital assets with new technology to create seamless multi-channel digital out-of-home advertising solutions," Wilkins concludes.
The fully-automated digital campaign is, according to Primedia, "a true testament of the synergistic effect between digital out-of-home and social media, and it serves to prove the immediacy and interactive capability of digital out-of-home".
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