As we all know we are in a dynamic digital age. Static content & advertising used to create many waves. Not anymore. Digital signage & social media walls help companies stay on top of marketing trends and boost their social reach. We will look at some of the successful social wall campaigns. But before that, let’s sift through some must-haves suggestions from Social Point for Events for your live event’s digital campaign:
- It needs to be consistent & perform well at the peak of the event.
- It needs to bring media that is important to the audience & attendees and present it in an interesting & unique way.
- It needs to make attendees feel like their posts & tweets are being seen.
- Most of all, it needs to look great and be a Brand for the event.
4 Companies Who Successfully Nailed Their Social Wall Campaigns
(1) Times Square ‘Share a Coke’ Campaign in NYC
The July 2014 social wall campaigns run by Crowd Convergence alongside Clear Channel Spectacolor showcased the effect of a well-oiled digital signage machine. Coca Cola fans were asked to submit their names to make the billboard look interactive.
“[The] campaign was seen by millions and quickly surpassed engagement targets. Due to the vast success in just one week of activation, the campaign was accelerated & rolled out in two more cities”. – Crowd Convergence
This campaign exceeded their expectations. It received over 3000 submissions on the first day alone. This shows the level of personal engagement. It speaks volumes about how they achieved that through advertising & social media. And all of this made their social wall campaigns a big hit among participants.
“From a social perspective, Coca-Cola has seen its Facebook community grow by 3.5% and globally by 6.8%. The hashtag has also been used 29,000 times on Twitter during this campaign”. – The Guardian
(2) La Taqueria – Award Winning Burritos in California
La Taqueria understands the value of customer reviews. The problem statement is to make customers submit these reviews. Easy enough, and they agree to do so. Make it a bit complicated and out goes the reviews. La Taqueria beat 67,000 other businesses to become America’s Best Burrito. And it has over 2,000 Yelp reviews to showcase their credibility.
So what’s the success recipe? Simple enough. They placed a digital signage next to their menus. Customers started getting inspired and motivated to see their name up there. As a result they started participating by submitting reviews.
Sales increased by approximately 30%. Total impressions were around the 125K mark. Users engagement levels were up by 3000%. And the posts by 6400%.
(3) The Australian Open 2015
This famous sporting event has a record number for attendance: 703,899 visitors. And they also had a revamped social media marketing campaign in 2015. It involved multiple social wall campaigns making use of Instagram and Twitter Hashtags to a Hologram Guitar-off experience with Keith Urban.
Loren Bartley has made a habit of reviewing the Aus Open’s digital strategy over the past few years and she’s seen significant improvement. According to her, this year was:
“Less about community building and more about user generated content and social sharing at the Australian Open in 2015. It was all about getting tennis fans to create and share visual content”.
The event convinced people to share images by displaying these #AOSelfie (Australian Open Selfies) on the big screens during breaks in place. For the crowd, instead of hoping the camera spots them, they had the choice to ‘submit’ their own visuals.
(4) Volvo’s Digital Signage Campaign
Another great place to feature your digital signage is at bus stops and train stations. Volvo made use of this ideal ‘platform’ in their campaign for the V40 in 2012. The campaign encouraged the public to become participants in a personality quiz that made use of ‘an outdoor interactive network for 6-sheet touch screen displays at railway stations and bus stops throughout the UK’. – Sign Box
This is a great time to engage users, since they are waiting ‘anyway”. The personality quiz requires them to design a Volvo V40 in order to reveal their personality type. The goal they wanted to reach was to showcase their focus on simple, and consumer-driven and that it takes ‘every’ individual into account when designing their vehicles.
(Guest Blog Author: Anneke Steenkamp) (Edited By: Samkit Shah)