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Apr

7

Captivate, Land Rover and Twitter

Filed Under Advertising, Digital Signage, Event, Mobile, digital ooh 

Kudos to the fine folks at Captivate, Land Rover and Y&R/Mediaedge:cia

I’ve been harping on now about (Stephen Randall’s) New Media Triad for a while.  Trying to explain to people that with Digital OOH’s IP connected screens and social media’s crazy speed and connectedness that it’s about time that creative agencies and media agencies start learning how the hell to INTEGRATE Digital OOH into a broader spectrum program that ties the various aspects of all of this “connectedness” together using Digital OOH as a “promotion base”, attract people with things like Twitter keywords and drive them to various web or social properties for engagement and involvement.

Let me tell you, it has not always been an easy sell – especially for those who don’t understand how easily all of these things connect and can be launched/integrated.

So I’m happy to give kudos to the folks at Land Rover, who I assume launched this program through their creative/media agencies Y&R & MediaEdge here in New York, promoting Land Rover’s semi-private retail launch event here in NY, promoting it on Captivate screens.

General idea?  Use Captivate screens, promoting the SUVs with sexy media with a Twitter keyword of #lrny.  This keyword allows you to tweet news to a searchable twitter tag (above) that let’s you comment on the event.  You can even use twitpic to post photos while there.

And all the while you get folks twittering about the event and vehicles here:

picture-8Now all they have to do to make me happy is integrate those tweets back into the ads to further engage consumers!

Well done guys!  Creative maturity starts to hit the DOOH scene!

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2 Responses to “Captivate, Land Rover and Twitter”

  1. Rob Gorrie on April 7th, 2009 11:37 am

    ah – forgot – only complaint was that the twitter call to action was too small – other than that, good :)

  2. Michael Torano on April 16th, 2009 1:55 pm

    Robb,
    Great info! It’s so nice to see fellow industry practitioners who “Get It”. Innovation and Engagement once again defy the gravitational pull of convention.

    Michael Torano
    Twitter: TexanAtHeart

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