Branded Cities Network has converted its renowned Harmon Corner digital screen in Las Vegas to be powered by BroadSign International LLC's digital signage software platform, BroadSign X, according to an announcement from BroadSign. Measuring 60 feet by 310 feet in size, the LED board is longer a football field and equivalent to the area of more than 27 typical highway displays, the announcement said.
BroadSign's software will be used to manage Harmon Corner's out-of-home programming. The digital screen airs mostly advertising-based content that permits full- or split-screen messaging, name and logo rebranding, and interaction via mobile phones and social media.
The screen's campaigns are intended to generate international publicity and uplift in sales for high profile brands such as McDonald's, Pepsi, Walgreens, Anheuser-Busch, Cirque du Soleil, Rolex and Diageo.
"The Harmon Corner display offers endless potential for place-based consumer engagement, and allows brands to communicate with a consistently large audience around the clock," Scott Elliot, vice president of sales at Branded Cities, said in the announcement.
BCN already uses BroadSign's content management software for some of its digital signage applications consisting of LED screens located in densely populated areas, such as the Denver Theater District, Los Angeles and the Las Vegas Strip. With the latter having attracted almost 40 million visitors in 2012, according to a 2012 report from the Las Vegas Convention and Visitors Authority, Harmon Corner is situated to capture impressions from the Strip's substantial daily vehicular and pedestrian traffic.
"We selected BroadSign's platform to power Harmon Corner not only for its ability to distribute content to multiple platforms and provide precise reporting, but because their services department went above and beyond to develop a unique method of handling large format digital displays with pixel counts over 30 million," Elliot said.
"Harmon Corner is one of the most visible and spectacular digital screens in the world," BroadSign Vice President of Sales Skip Beloff said in the announcement. "The flexibility and high performance of the BroadSign X platform made supporting such a world-leading display an exciting challenge."
Learn more about digital signage content management.