Twitter uses OOH to show how the platform is connected to the world's biggest issues.

Twitter launched a billboard campaign in New York City this week that aims to show how the platform is connected to the world’s biggest issues.
One of Twitter’s biggest problems is that, while its power users log into the site every day and provide the bulk of its content, many regular people can’t work out why the platform is relevant to them.
Twitter CEO Jack Dorsey said in September that Twitter is “the place to see what’s happening” — whether that’s big world issues, niche topics, or simply what people’s immediate communities are doing at that moment in time. These billboards highlight the first of those use cases.
The simple ad displays show single images — portraying guns, transgender issues, the melting of the polar ice caps, Vladimir Putin, the Pride flag, and more — overlaid with the Twitter logo and the hashtag symbol now synonymous with the platform.
The campaign builds on a billboard Twitter erected a few weeks ago near the Lincoln Tunnel in New York, which featured close-up shots of Hillary Clinton’s and Donald Trump’s eyes.
Writing in a blog post, Twitter’s first global group creative director, Jayanta Jenkins, who joined the company in August, explained how the campaign is all part of the company’s efforts to help people understand what the platform is used for.
Jenkins said: “This campaign highlights the top issues being discussed on Twitter — it reflects different sides and doesn’t take sides. As they always do on Twitter, people will bring their own point of view to the images that can be seen today around NYC.”
Speaking to Adweek, Jenkins said out-of-home was the best medium to convey this message.
He said: “Just think of all the brands that have used out-of-home in a really powerful way at big moments for those brands. Think about Apple when they did the ‘Think Different’ work. I think the out-of-home medium is a really beautiful and powerful way to humanize tech brands. Out-of-home, for us, is a great way to get people to look up, off their devices, and remind them of the conversation that’s happening on Twitter. You can use less to say more.”
Twitter also plans to extend the campaign, which was created in-house, to billboard sites in Los Angeles and San Francisco.twitter ad
Via: Business Insider

Twitter and TOPSHOP showcase emerging fashion trends

Twitter and TOPSHOP will showcase emerging fashion trends as they happen live from London Fashion Week in a unique digital out of home collaboration broadcast across Ocean’s The Grid.

Listening to the industry and influencers as they Tweet at and around shows, Twitter and TOPSHOP will highlight next season’s trends and communicate them via Ocean’s digital out of home screens, online and in store. The campaign, created by Twitter UK for TOPSHOP, breaks on February 20.

Throughout London Fashion Week, as key trends emerge they will appear in the TOPSHOP trend cloud as hashtags, for instance #colourblocking, #pleats and #utility. From there they will feature on The Grid, the campaign then inviting customers to Tweet @Topshop using one of the trend hashtags to receive a curated shopping list inspired by the trend.

#LiveTrends was the winning campaign in Ocean’s annual Art of Outdoor Digital Competition 2014.

“TOPSHOP is proud of the award-winning, innovative partnerships that have driven the democratisation of London Fashion Week over the last three years and this season is no different. Through Twitter’s listening power, we can allow our global consumer to shop the trends as and when they happen, and give them insight and access into runway shows. The idea of live advertising is just beginning, and thanks to the Ocean sites, this will be a first example of real-time shop-able billboards.”

Bruce Daisley, managing director of Twitter UK,said: “Twitter is live, public and conversational, making it the perfect accompaniment to London Fashion Week. We are excited to be working with TOPSHOP on a project that brings people all over the world closer to fashion week, giving them direct access to next season’s trends as soon as they emerge.”

Ocean CEO Tim Bleakley said: “This campaign is striking for its immediacy and relevance to it target audience. Here’s proof that premium digital out of home really is the media of the moment to get your brand noticed.”

Airbnb spreads the love in 2015 with ‘pay it forward’

Airbnb will gift 100,000 customers with $10 as part of a campaign in which it asks people to use the money in a “unique act of kindness,” with the aim of inspiring others to join in and “pay it forward” and connect strangers — for example, to plant seeds or flowers in the community garden or buy supplies for local community centers or help feed those in need.
It’s asking people to get involved and share their experience on Twitter to create an ‘ongoing initiative.’ It will showcase people’s efforts on a dedicated micro-site
“For Airbnb, hospitality is personal and we are committed to spreading a sense of belonging far and wide. What better way to showcase that than by inviting our global community to extend a gesture of hospitality to a complete stranger? Today, we asked our passionate and wildly creative community to see what they will do, and watch how they inspire others to pay-it-forward with #OneLessStranger.”
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via: PRexamples

Top Shop / Twitter and Women’s Aid Top Ocean’s Annual Art of Outdoor Digital Awards

Ocean today (October 9 2014) announced the winners of our annual Art of Outdoor Digital Competition, which celebrates pushing the creative boundaries in digital out of home advertising.
Top Shop/Twitter and the charity Women’s Aid were named overall winners at an awards breakfast at London’s IMAX cinema before an audience of more than 500 guests from the UK’s media, creative and advertising sectors.
Top Shop came first in the Creative Techniques category for a campaign created by Twitter UK which uses real time Twitter data to showcase the latest catwalk fashion trends live across Ocean’s digital outdoor UK network, The Grid.
Domestic violence charity Women’s Aid received the Interactive Category First Prize for a campaign utilising facial recognition technology to demonstrate how it only takes one person to notice domestic abuse to start making a change. The campaign was created by WCRS.
British Airways picked up two awards, one in each category, joining an impressive list of runners-up together with Spotify, NEST and The North Face.
Entries were judged by a panel of 13 cross discipline industry experts.
Ocean CEO Tim Bleakley said: “The fifth year of the competition gave us a record number of entries and the strongest shortlist we have seen in five years. Our winners are striking in the power of their visual ideas combined with innovative use of technology. They deserve to be recognised for their immediacy and relevance to their target audiences.”
Rachel Bull, Editor of Brand Republic which partners Ocean on the competition said: “Previous competitions have demonstrated the sheer potential, but this year’s competition has significantly raised the bar. Here’s proof that digital out of home really is the must have media to get your brand noticed.”

Naturally Pumped Up With Buxtons

Following on from the success of Buxton’s activity around the Ashes last year, this campaign aims to reposition the brand as fun and energetic. Buxtons are asking the public to take part and tweet about what gets them naturally pumped up for the chance to win numerous prizes, including red letter days & an all-expenses paid weekend getaway to Buxton.
The campaign is running nationally across multiple formats including Transvision, Rail D6s and Roadside D6s throughout June.
LIVEPOSTER built and delivered the platform that allowed the tweets / imagery to be updated across the Transvision network.

Game of Thrones: Bring Down the King

In a medieval meets modern twist, this installation to promote the new season of Game of Thrones in New Zealand challenges people to tweet #BringDownTheKing that powers a contraption in a town square in New Zealand where a rope tied to a sculpture of King Joffrey, tightens with every tweet… Created by the guys at DDB in Auckland.
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Via: Digital Buzz Blog

JCDecaux Partners with Hachette UK for Twitter Book Club

JCDecaux has struck the first content partnership for its commuter book club, with publisher Hachette UK.

JCDecaux’s @RailBookClub scheme broadcasts book reviews and recommendations, sourced through Twitter, on digital screens in train stations across the UK. The out-of-home media owner launched the club in July 2013. Book publisher Hachette UK is its first partner.

The partnership will have the pair working together to create content for the club. It will give JCDecaux access to signed publications, limited edition manuscripts and other collateral to offer commuters, followers and clients through digital media.

The company will also gain access to authors such as Martina Cole, Jill Mansell and Cressida Cowell for events such as live Q&As, book readings and other one-off events.

Via: Brand Republic

Isabel Marant for H&M #LookNBook

Recently, JCDecaux Sweden promoted Isabel Marant’s collection with H&M.  They developed a 2m2 panel with frosted glass, which encased samples from the new collection. The call-to-action was clear: to tweet #LookNBook, which promptly revealed the garment from the collection for several seconds. If the product was to their taste, they could reserve the item. As a result there were 1,658 tweets with the hashtag ‘LookNBook’, not only building buzz around OOH advertising and the collection but building H&M’s relationship with their consumers. The social dialogue that was created on Twitter as a result of this campaign demonstrates the success in the promotion of Isabel Marant’s collection. The collaboration between Twitter and OOH was key to the success of the campaign as it developed dialogue between the advertiser and the consumer.
Via: JCDecaux OneWorld

Oreo Trending Vending Machine at SXSW

AUSTIN — An Oreo trending vending machine is a reality. Powered by Twitter, the machine allows South by Southwest (SXSW) attendees to create custom Oreo cookies, based on trending social conversations.
Users choose from 12 flavors and colors of creme. Using 3D printing technology, the machine assembles the unique Oreo in less than two minutes.
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Caribou Coffee Builds Five-Story-Tall Pinterest Board at the Mall of America

Caribou Coffee, whose previous out-of-home ad stunts have included heated bus shelters in Minneapolis, is back with another special campaign—a giant, five-story-tall Pinterest board built at the Mall of America in Bloomington, Minn.
Caribou used pinned images from fans as inspiration for its new Real Inspiration Blend variety of coffee. That sounds like a stretch, but the giant Pinterest board is pretty impressive. It includes two large screens that feature inspiring photos from fans on Instagram and Twitter that are tagged with the hashtag #CaribouInspires.
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Via: AdWeek