News

Lady Gaga DOOH campaign integrates social media

October 15, 2013

While Lady Gaga fans around the world eagerly awaited the reveal of Lady Gaga's new ARTPOP album cover on a Times Square billboard by watching a live video feed of it on her website, they could join in by tweeting pictures of themselves to be displayed on the billboard in New York City, according to an announcement from Aerva.

The digital out-of-home campaign featured interactive applications, AerTweet and Pic2Screen by Aerva, which allowed anyone to tweet or email in a photo to be displayed on the Times Square billboard, the company said.

Fans sent in their support and celebration of the album release by tweeting photos to @AervaNYC and getting a keepsake of their image in Times Square back. Users also could search for their keepsake image in the Keepsake Gallery.

The boost from Aerva's technology proved to be a successful one for Lady Gaga, the company said, as the "Twitter frenzy" continued days after the album cover release with fans still engaging to see their own faces on the billboard.

Aerva's AerTweet has been used for fan-driven social media campaigns such as Taco Bell's DLT and Beats by Dre Times Square Take Over. Lady Gaga had previously appeared in Aerva's Viacom campaign, the company said.

Learn more about digital signage and mobile interactivity.