Time Out Group has appointed Livefyre to implement its real-time social tools globally in a bid to increase user-generated content and native advertising opportunities.
Livefyre’s LiveReviews applications allows users to interact with Time Out sites through blogging opportunities and social integration. Time Out has been using the product on 15 sites already and Time Out London recently ran a native advertising campaign for British Airways that involved four travel bloggers writing about their experiences on the site and sharing social media activity and images on a LiveMediaWall.
The move is part of a wider drive by Time Out to improve its digital presence and follows the acquisition last month of US company Hugecity, a social media events service.
Dave Cook, chief digital officer at Time Out, said: “Working with Livefyre has opened up new opportunities to bring our highly engaged community of fans to our global sites and celebrate their knowledge and enthusiasm.
“With more cities and communities than ever before able to access Time Out, we can continue to expand our digital offering to become the world’s most comprehensive platform of event information and inspiration.”
According to Time Out, sites already using Livefyre have seen an increase in interaction levels of more than 200 per cent.