Posterscope Launches OOH campaign Using Social Tracking to Target Gamers
Posterscope and Target Media, working with Locomizer and Clear Channel UK, have developed an Out of Home advertising campaign for Bethesda’s Fallout 4 game release, using social tracking on Twitter to influence the distribution of their actual OOH communications.
Tom Wallace, AD from Target Media said “Posterscope’s data will enable us to gain increased cut-through and interaction for Bethesda within our key target audience. This is especially important during the pre-Christmas period within the gaming sector, where a number of other competitors are also active in the OOH space.”
The campaign sees Posterscope integrate Planner – its audience optimisation tool – with Locomizer’s audience discovery engine, to deliver what they are calling ‘hyper-targeted advertising’ – the discovery engine uses geo-behavioural user-interest profiling technology to understand where and how audiences interact in the social space, highlighting key hotspots around the UK where consumers are engaging in relevant conversations for Bethesda’s gaming audience whilst out of home.
Dan Carey, business director at Posterscope told us “This is a fantastic evolution of data-driven behavioural targeting, and we are excited to be putting it into action for Bethesda. The Locomizer platform offers a unique opportunity to target consumers out of home which, by giving us an understanding of social behaviour, will give brands the potential to influence consumer’s actions in both the physical and online space”.
Using this social geo-behavioural data, Posterscope has been able to work closely with Clear Channel UK to optimise the distribution of the broadcast element of their campaign, overlaying Locomizer’s social hot spots with OOH sites through Planner. This unique approach of micro-targeting the gaming audience will ensure that, in addition to the awareness and standout that a multi format and multi environment campaign will deliver, opportunities to achieve engagement out of home and drive further consideration in social media are increased.
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