Summertime – when it isn’t raining – is the perfect time for outdoor experiential/ digital campaigns. For example, Europcar’s freeDeliver campaign puts the pedal to the pixels in order to offer consumers the greatest prize of all, time.
The idea is that freeDeliver, their new car hire service which delivers and collects vehicles, gives customers a spare hour to kill. The campaign asks consumers to use the hashtag #myextrahour and tweet about what they’d do with that time. But it’s what Europcar does with the twitter stream which is the clever bit – it feeds a live broadcast hosted on outside digital billboards.
This isn’t the first campaign that marries a social network and outside broadcasting.
German pet food brand GranataPet, has received loads of attention for their dog treat-dispensing billboard ads that use Foursquare location based check-ins as a lure for user engagement. Check in, get your pooch a snack, and a fun word-of-mouth brand experience is shared with friends and followers (both IRL and digital).
But what makes the Europcar idea particularly good, is that the billboard ad has constantly evolving content provided by the consumer, making the campaign hugely engaging.
Undoubtedly others will follow suit. Hmm… A Heineken Hipstamatic photo feed live on the big screen of a billboard near you?
