Clear
Channel Outdoor (NYSE: CCO), one of the world’s largest out-of-home
advertising companies, today announced it is working with Advertising
Week to promote social media discussion at its 10th
Anniversary confab (AWX) by sponsoring a competition in which AWX
delegates can pit their social media influence against others in the
chance to win fifteen minutes of fame on one of Clear Channel Outdoor’s
Spectacolor screens in Times Square. Clear Channel Outdoor partnered
with participatory marketing company, Hyperactivate, to execute the
campaign, curate the social media/out-of-home activation and measure the
influence of participants.
Starting September 23 at 9 am Eastern, AWX attendees can amplify their
tweets and Facebook posts at www.amplifyawx.com.
Tweets and posts issued from the landing page will be amplified from the
online social media world to the real world, automatically appearing on
a Spectacolor Screen in Times Square at 1567 Broadway, adjacent to TKTS
and Duffy Square and on Clear Channel Outdoor digital totems placed at
Advertising Week venues (Times Center and Liberty Theater). Each Tweet
or Facebook post initiated from amplifyawx.com will be tracked by
“Spotlight,” Hyperactivate’s new proprietary application which will
follow subsequent actions taken on each tweet or post – links clicked,
re-tweets, comments made, etc., until the competition ends at noon,
September 27. A leaderboard will be presented online and on the digital
screens at the Advertising Week venues and the participants in the
competition will also be able to view their own individual scores to see
how they are doing.
“Following this campaign, Clear Channel Outdoor will have a whole new
set of data that shows the impact of out-of-home in sparking a lively
social dialogue,” said Marc Fischman, co-founder and chief executive
officer of Hyperactivate. “This activation at AWX will also further
illustrate to all of the advertising thought leaders in attendance that
it’s what happens after a Facebook post or tweet is posted that matters
most; this is the next frontier in understanding the brand value of
social media. We are able to look beyond simply the number of friends
and followers who may have been exposed to a message and analyze the
subsequent actions taken with our Spotlight app.”
Clear Channel Outdoor anticipates that the 15 minutes of time on the
Spectacolor screen in Times Square will be a strong incentive to
participation for the AWX delegates and the company will call attention
to the opportunity throughout the week with thought-provoking questions
on Twitter and Facebook and prompts issued by the satellite screens the
company is erecting at the AWX venues.
“With consumers spending more time out of home and tethered to their
mobile devices, the stage is set for brands to tap into the power of
out-of-home media as an activator of conversation and social interaction
that strengthens brand affinity,” said Vicki Lins, chief marketing
officer of Clear Channel Outdoor – North America. “Recent growth trends
in out-of-home point to advertisers’ recognition of our medium’s
enduring impact. I believe out-of-home’s ongoing integration with mobile
and social technologies will amplify these trends, and I look forward to
the data-driven demonstration with Hyperactivate during Advertising
Week’s tenth anniversary.”
About Clear Channel Outdoor Holdings, Inc.
Clear
Channel Outdoor Holdings, Inc., (NYSE: CCO) is one of the world’s
largest outdoor advertising companies, with more than 750,000 displays
in over 40 countries across five continents, including 48 of the 50
largest markets in the United States. Clear Channel Outdoor Holdings
offers many types of displays across its global platform to meet the
advertising needs of its customers. This includes a growing digital
platform that now offers over 1000 digital billboards across 37 U.S.
markets. Clear Channel Outdoor Holdings’ International segment operates
in nearly 30 countries across Asia, Australia, Europe and Latin America
in a wide variety of formats.
About Hyperactivate
Hyperactivate
is the marketing solutions company that activates fans and followers by
creating participatory social media promotions that encourage and
facilitate sharing of brand messages. Named one of the top
three social media companies of 2013, Hyperactivate has a powerful
technology platform for harnessing word-of-mouth marketing, analyzing
social media efforts, and for the first time ever, accurately measuring
social media ROI. The company is the first of its kind to develop a
proprietary patent-pending platform that can actually trace a brand
revenue stream back to a single tweet or post and the chatter it
created. Best known for its mosaic application, Hashtagart,
Hyperactivate is expanding its marketing solutions to include a full
suite of products to run on its platform including Spotlight, Caption
Capture, and Social Comix.
About Advertising Week
Since its creation in 2004, Advertising Week has drawn hundreds of
thousands of participants from around the world to New York City for a
week long think-tank comprised of over 200 different distinct programs
that focus on the power of advertising and its neighboring industries.
Above and beyond celebration, the mission of The Week is to inspire
young people to join the craft; focus the industry and public at-large
on the social impacts of advertising; address the most important issues
facing the industry and shine a bright light on the business and
economic influence of the advertising, media and marketing industries.
The Week is produced by Stillwell Partners. Stillwell also produces
Advertising Week Europe which returns to London March 31 – April 4, 2014.
Copyright Business Wire 2013