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Vans, Locamoda use DOOH for cross-channel ad campaign
December 15, 2009
Vans and LocaModa launched a global cross-channel ad campaign Tuesday, starting on the Viacom Times Square digital billboard.
Using LocaModa's place-based media-distribution platform, users can submit their photos and messages to be shown on the billboard viawww.beheretimessquare.comor vans.com/behere or by e-mailingbehere@vans.com. Users insert their messages into the subject line and also can attach a photo. U.S. residents also can send SMS text messages to 87884 (@vans plus message).
Every appropriate message will appear on the vans.com/behere site, and the best submissions and accompanying images will be run in almost real-time on a massive live video screen in Times Square during ten minutes of special Vans programming each hour, 24 hours per day.
If a participant's image is used on the billboard, he is notified via e-mail with a link, which allows him to view the photo of his message on the Times Square Billboard and share it via Facebook or corresponding url.. Participants also can watch for their messages on live streaming video on vans.com as well as Vans' Facebook and MySpace pages.
A live video feed of the site can be found on Be Here Times Squareand on the official Vans site. The Be Here Web site supports English, Italian, German, French, Spanish, Portuguese and Chinese, which Locamoda says makes this the first global social media campaign of its kind.
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