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.”