Digital Outdoor and Social MediaHow digital OOH can work

with key social media platforms

Advertiser Heineken

Campaign and date

Heineken Champions League Final, May 2011

Format JCDecaux’s Torch and Tower sites, the new digital Cromwell Road D 400 location, Primetime digital and Transvision digital screens.

Objective Reinforce Heineken’s status as the official sponsors of the Champion’s League during the run up to the Final at Wembley

Execution The campaign was booked with JCDecaux through Kinetic and MediaVest and includes high-profile digital and Première sites. The campaign features the strap line ‘Open Your World’ and is ran across road, rail, airport and digital sites in  London, ahead of the final at Wembley Stadium on Saturday 28 May, inviting people to feed the Heineken twitter map across the world.

Heineken use Twitter feed to capture Champions League hype

Rick Lawrence, marketing manager for Heineken UK, said: “This is a campaign with a scale and reach that truly befits the world’s most international beer brand and Europe’s most prestigious club football competition. On average, 75% of all London adults will each see the campaign activity twenty four times, driving awareness of Heineken’s premium credentials to an all-time high in the UK.”

Sky Tweets Personalised Messages to Digital Screen

Advertiser British Sky Broadcasting Plc

Campaign and date

Sky Value, Oct 2011

Format National Transvision & Digital 6sheets

Objective To engage the public with personal recommendations on what they should be watching on Sky via twitter.

Execution The innovative campaign allowed the public toengage directly with Sky using a #whatsonskyhashtag. ““Tweet #whatsonskynow now and we’ll Tweet youback with something great to watch tonight orrecord on Sky+” The tweets were answered with arecommendation for a programme coming up laterthat day on Sky, with a personalised response appearing on screen based on your twitter data (interests, followers, tweets etc) Everyone who tweeted was also entered into prize draw, for the chance to win a year's subscription to Sky. The campaign was booked with JCDecaux Digitalby IPM and MediaCom and social media companyJam. (See the campaign on You Tube onHTTP://WWW.YOUTUBE.COM/WATCH?V=ZBFLT2YEFE ).

Advertiser Europcar

Campaign and date

Europcar free deliver launch - June 2011

Format JCDecaux’s D6 network and on i, the new Première digital site on London’s Cromwell Road

Objective To promote free Deliver, their new hire cardelivery and collection service which will“save an hour in your day.”

Execution The creative featured Europcar’s brandingand URL with the free Deliver logo and posedthe question “What would you do with yourfree hour?” Below this a scrolling twitter feedruns through the responses such as “I’d use#myextrahour to lie down and digest thispizza and chips” for example. Under theTwitter headlines the call to action prompts“What would you do? Tell us at#myextrahour.”

Ken McCall, managing director of Europcar, said: "This is a great way to get customers participating in the advert itself and keeps the content fresh, interesting and relevant."

Europcar launches Twitter-fed digital Outdoor campaign

Europcar campaign successfully strengthened social network interactions

Website visitors up 36.4% YOY

YouTube: We have now surpassed 200K views since launch of the campaign

Twitter: 500+ tweets regarding the freeDeliver campaign

Facebook: 1427% increase in fans – seeing an increase of 10% day on day

VW Up campaign successfully drove Facebook likes

+17%

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