The Wall Street Journal Network has released a case study about its 2008 DOOH/place-based media campaign with Blackberry that resulted in a 16 percent sales lift from those who engaged in the program.
CEO Jim Harris was featured in yesterday’s Three Minute Adage, a daily online news show from the publication Advertising Age. In the spot, Harris talks about how the combination of DOOH advertising with place-based events proved to be highly effective.
Last year, Starcom, while working for Blackberry, bought a program of media on the WSJ Network and also coordinated 15 place-based events in three cities: Atlanta, Philadelphia and San Francisco. The events reached 90,000 customers, resulted in 7,000 direct interactions and generated 3,000 leads.
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A place-based event for Blackberry hosted by the Wall Street Journal Network. |
WSJ saw that average purchase intent grew 51 percent and brand engagement went up 61 percent. Nearly three months later, attendees were surveyed about their purchases and it was found that there was a 16 percent sell-through for Blackberrys from those that attended the place-based events. This case study was profiled last week at the OVAB Digital Media Summit in New York City by Erin Simino of Starcom Worldwide and Robert Passikoff, Ph.D., of Brand Keys Inc.
Compared to a control group who had not seen ads or attended the event, sales from attendees were about eight times higher.
A case study of this promotion can be downloaded here.
“The opportunity to put product into people’s hands is a tremendous complement to the media that is going on screen,” Harris told Adage.
The Wall Street Journal Network consists of a network of LCD screens in more than 800 upscale office buildings. They broadcast news from WSJ and Dow Jones. Advertising is supplied by Blue Chip Marketing partners. WSJ Network screens are seen by 1.1 million viewers daily.
