Tech Talk & Trends: When OOH meets Social media…

With the mass rise of smart mobile devices & internet connections, every day more people get to share their life experiences and encounters through social media. There is therefore a growing audience for original and creative social media-integrated campaigns, especially in the Out-Of-Home environment. The possibilities and platforms are numerous but success is always closely linked to the level of engagement…   JCDecaux UK reaches out to bookworms with its brand new @Railbookclub community. JCDecaux encourages commuters to connect across the UK with the launch of @Railbookclub, a new service that invites passengers to tweet their book reviews and recommendations in view of seeing some of them appear on JCDecaux’s national network of digital screens. Through @Railbookclub, JCDecaux hopes to enhance the passenger journey, build communities through people’s passions and provide a daily source of inspiration for the rail audience. “We’d like to become the go-to book club for commuters with the potential to publish daily extracts of books on our screens in the future.” Says Paul Carolan, Commercial Director of JCDecaux The idea is a result of the Connected Commuter research, which shows that 81% of commuters read every week. Research has also shown that the UK rail audience is highly connected and able to access social media on the move, with 56% owning a smartphone. Since its launch in July, @Railbookclub has already reached over 2,000 followers.   Israel gets voting on Facebook for the local creative competition “JCDecaux Awards” Every year, JCDecaux Israel organizes a creative competition for advertising agencies called “The JCDecaux Awards”. The competition calls for each participating team to send a poster creative, with the client’s consent, to a jury composed of agencies’ creative directors who are in charge of selecting 3 winning posters. This year, the JCDecaux Awards board not only received a record high of 200 entries but also decided to add another phase to the competition; the creatives that were ranked 4 to 10 by the official jury were uploaded on Facebook where followers were asked to comment on their favorite one. All visuals got over 1,500 likes and 146 shares which created great buzz around the Awards. Finally the winning creative, made for 88 FM radio, was offered several posters around Tel Aviv.   Norwegian commuters strike a pose on Instagram to help raise money for charity In an attempt to raise awareness about violence and discrimination against young women around the world, Plan Norway and JCDecaux took full advantage of the complementarity between OOH and Social Media to unveil the “Because I Am a Girl” campaign in partnership with clothing brand Bik Bok. In order to engage people and especially young people into Plan’s cause, a giant Instagram camera was placed in Oslo Central Station, inviting a large number of commuters to raise their hands for girls while the device took a picture of them. For every picture taken, Bik Bok donated €1 towards the campaign. In total, 2657 pictures were taken for a good cause.