Outdoor company Lamar Advertising is, again, marrying social media with old-school billboard advertising.
During the holiday season last year, the outdoor company made it possible for anyone who tagged a photo with #ThankfulThisHoliday on social media to have their photo considered for display on one of Lamar’s 750 digital billboards that appear in 144 markets.
Now, Lamar has teamed with the Cincinnati America Heart Association to celebrate Heart Awareness Month with a similar effort that encourages people to post photos of friends and family who have been affected with heart issues to the Lamar Cincinnati or Cincinnati American Heart Association Facebook pages.
Once posted, Lamar selects images to send through its digital network for display on its outdoor boards in and around Cincinnati. Webcam shots of the billboards are then posted back to a Heart Heroes album on Lamar’s Facebook page for all to see.
Here are several examples of posts of the webcam shots of the Lamar Cincinnati Facebook page:
Lamar even posted an interactive map so people could locate the billboards on which their pictures were posted:
Lamar is also promoting the campaign on its Twitter page:
Honor your @American_Heart #HeartHero on our fb page and we'll put them up in the big lights! #AHA, #lifeiswhy pic.twitter.com/pghLtZtHC3 — Lamar of Cincinnati (@LamarCincinnati) February 2, 2015
Of the campaign’s success, Lamar Cincinnati Social Media Manager Cindy Betsch said:
“Within a few days of announcing the campaign on social media, 80 photos were submitted on Facebook. Once people saw the digital billboards, the interaction on Facebook and campaign involvement skyrocketed. The combination of digital out-of-home and social media is powerful, and we are glad that we can put it to good use with the Cincinnati American Heart Association.”
A search for #HeartHeroes, #HeartHealthy or #CincyAHA yields many results related to the campaign.
Lamar Advertising Cincinnati reports that the reach of its Facebook posts have increased 3,108% since the start of the campaign in February as compared to the same time period in January.
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