Lifetime promotes ‘The secret life of Marilyn Monroe’ mini series using digital OOH technology
Lifetime, Horizon Media, Control Group, and New Tradition have kicked off a digital out-of-home (OOH) campaign to promote mini series ‘The secret life of Marilyn Monroe’ in the New York City subway system.
The campaign features short video spots that can be audio activated by passers-by. The videos feature Kelli Garner, who plays Marilyn, as she winks or her skirt flies up.
"As with any ground breaking initiative, it took a collective effort and many hours to get the campaign off the ground in time to support the mini-series," said Tracy Lenhart, Lifetime’s vice president of marketing.
"For this particular project the technology is new for the market so there were several rounds of testing, both off and on site, to ensure the technology functioned properly and ultimately achieved vision."
The OOH campaign will remain in the NYC subway system until the end of this month when the mini series airs.