BlackBerry were the first brand to take the exclusive advertising rights on the branded changing cabins on the public beaches of Dubai. The cabins have integrate solar powered 4G/LTE WiFi hotspots. The system works on a social wifi basis and allows companies to capitalise on the benefits of social networking. Anyone using the internet service on the Beach is required to simply ‘like’ the relevant Facebook page or ‘tweet’ about their location to gain access.
Billboard for Jell-O constantly studies the ratio of happy and sad emoticons on Twitter, then uses the ever-changing data to make a face on the ad smile or frown. If the majority of Twitter users are posting the :) symbol, a man's face on billboard grins. When the majority are posting the :( symbol, the advertisement grimaces. New York, 2011.
Europcar launched a live digital outdoor campaign to raise awareness of its new FreeDeliver service, which offers customers free delivery and pickup of hired cars. To celebrate the fact that this essentially gives people an hour of their time back, they introduced a digital billboard that features a livestream of tweets using the hashtag #myextrahour, where people share what they are going to do with the extra hour they got back, thanks to Europcar. UK, 2011.
A Twitter powered billboard from India, created to launch a new clothing collection at Allen Solly. The billboard housed about 60 shirts, each rigged with a solenoid and the new collection graphic behind it, and with every tweet, a random solenoid would inch forward, helping to randomly punch the shirts from the billboard, revealing the new collection whilst rewarding the tweeter who knocked it off the wall with a sample. Dec, 2012.
ESPN's integrated campaign featured real-time discussions between ESPN football presenters, who raised subjects for debate during matches to engage with fans who were out and about during the first four weeks of the Premier League football season in the UK. The topics appeared live on the digital outdoor screens via Twitter using the hashtag #espnuk. August, 2011.
KLM Airline used Twitter, Facebook and FourSquare to find people flying with them. They researched the selected travellers online, found them at the airport and gave them a gift especially chosen for their trip. 'KLM Surprise', Amsterdam, Nederlands.
JCDecaux has launched a Twitter-driven book club in the UK to connect with commuters and use its digital screens in stations to enhance commuters' journeys. The @RailBookClub account has been live for six weeks and has around 1,600 followers. The account retweets book recommendations from its community of commuters.