Clear Channel Outdoor is working with Advertising Week to promote social media discussion at its 10th Anniversary event by sponsoring a digital out-of-home competition in which Advertising Week delegates can pit their social media influence against others in the chance to win fifteen minutes of fame on one of Clear Channel Outdoor's Spectacolor screens in Times Square. Clear Channel Outdoor partnered with participatory marketing company Hyperactivate to execute the campaign, curate the social media/out-of-home activation and measure the influence of participants.
Starting Sept. 23 at 9 a.m. Eastern, attendees at Advertising Week, or AWX, can amplify their tweets and Facebook posts at www.amplifyawx.com. Tweets and posts issued from the landing page will be amplified from the online social media world to the real world, automatically appearing on a Spectacolor Screen in Times Square and on Clear Channel Outdoor digital totems placed at AWX venues (Times Center and Liberty Theater).
Each Tweet or Facebook post initiated from amplifyawx.com will be tracked by "Spotlight," Hyperactivate's new proprietary application which will follow subsequent actions taken on each tweet or post — links clicked, re-tweets, comments made, etc. — until the competition ends at noon, Sept. 27. A leaderboard will be presented online and on the digital screens at the AWX venues, and the participants in the competition also will be able to view their own individual scores to see how they are doing.
"Following this campaign, Clear Channel Outdoor will have a whole new set of data that shows the impact of out-of-home in sparking a lively social dialogue," Marc Fischman, co-founder and CEO of Hyperactivate, said in the announcement. "This activation at AWX will also further illustrate to all of the advertising thought leaders in attendance that it's what happens after a Facebook post or tweet is posted that matters most; this is the next frontier in understanding the brand value of social media. We are able to look beyond simply the number of friends and followers who may have been exposed to a message and analyze the subsequent actions taken with our Spotlight app."
Clear Channel Outdoor anticipates that the 15 minutes of time on the Spectacolor screen in Times Square will be a strong incentive to participate for the AWX delegates and the company will call attention to the opportunity throughout the week with thought-provoking questions on Twitter and Facebook and prompts issued by the satellite screens the company is erecting at the AWX venues.
"With consumers spending more time out of home and tethered to their mobile devices, the stage is set for brands to tap into the power of out-of-home media as an activator of conversation and social interaction that strengthens brand affinity," Clear Channel Outdoor-North America CMO Vicki Lins said in the announcement. "Recent growth trends in out-of-home point to advertisers' recognition of our medium's enduring impact. I believe out-of-home's ongoing integration with mobile and social technologies will amplify these trends, and I look forward to the data-driven demonstration with Hyperactivate during Advertising Week's tenth anniversary."
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