a single source, nothing corroborates it
Rent a billboard for a day and shoot it
The photograph is the campaign and the placement is only what makes it worth sharing. A single day of digital rental with something sharp on it reaches an audience the media buy never paid for, because the spread happens in the feed rather than on the street.
The method
- 01
Expect reach far beyond what the media buy would suggest, since the spread happens on social rather than on the street.
- 02
Rent a digital billboard for a single day, put something sharp on it, and treat the photograph as the actual campaign - the fact that it exists on a billboard is what makes people share it.
What it returned
Examples cited reached 132M impressions for a Twitter campaign celebrating users' ambitions, 20M for a channel announcing its move to HBO, and 12M for another.
Sources
- I love Billboards designed for socialHarry Dry · Marketing Examples · I love Billboards designed for social · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in social
- Concentrate on one platform until it works11 unconnected · contested
- Gather the audience before there is a product6 unconnected · contested
- Fire the launch into the audience you already have6 unconnected · contested
- Post the numbers, not the commentary5 unconnected · contested
- Republish the winners with a new hook5 unconnected
- Cut one long piece into weeks of social posts5 unconnected