Digital signage taking Twitter and the Australian Open to the streets
APN Outdoor, Australia and New Zealand's outdoor media provider, recently announced a strategic partnership with social media powerhouse Twitter Australia. The initial phase of this partnership coincided with the Australian Open tennis tournament and has several elements including live feeds, instantaneous score and news updates, and a consumer promotion giving tennis fans the opportunity to be sitting courtside at the finals.
Using the unique hashtag #ausopenmoments, promoted through APN Outdoor's network of Elite Screen digital billboards, tennis fans are invited to contribute to the conversation that will be subsequently broadcast through the same network, being updated in real time with the newest and most relevant tweets. The feed of live tweets will include chatter and score updates from official accounts such as @AustralianOpen and @Twitter, as well as specific player accounts sharing their behind-the-scenes moments.
Twitter Australia Head of Growth David Ray said in the announcement: "Tennis is one of the biggest sports on Twitter, with thousands of conversations taking place every day about matches all around the world. @AustralianOpen produces top-draw content, with amazing access to the players and commentators, fun and personality that Twitter brings to a huge local and global audience. We already know that tweets don't just live on Twitter; they can be seen just about everywhere. This partnership is a fantastic opportunity to share the reach of Australian Open Twitter content to APN Outdoor's audience in a unique way, and we are looking forward to seeing #AusOpen Tweets travel even further to help increase conversation around this great Australian event."
As the tournament continues over the next two weeks, the partnership between Twitter and APN Outdoor will also heat up with consumers who have been actively using #ausopenmoments going into the running to win tennis tickets for the finals. When the field has thinned out toward the end of the week the Elite Screens will also incorporate sentiment-driven, real-time updates of who the Twitter audience think will take out the title.
"The socialization of digital outdoor is something we have been keen to explore with a leader in the social space for some time, and taking the opportunity to work with Twitter, capitalizing on the excitement and hype of the Australian Open was a no-brainer," said Mark Fairhurst, general manager- sales, APN Outdoor, said in the announcement. "Twitter's expertise in short-form content and user-generated interactivity makes for a perfect match with our Elite Screens, and the analytics and results we anticipate receiving will further promote the complementary nature of the two mediums. We look forward to bringing the results to market in the coming weeks with the first 'Headline Series' presentation for 2016."