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Out-of-home (OOH) is so… OOH instagrammable
July 21, 2021
On July 1, changes to both NCAA rules and state laws went into effect, allowing college athletes to benefit from their name, image and likeness (NIL) for the first time. And on the heels of this landmark decision, TikTok’s favorite pair of collegiate basketball athletes, Haley and Hanna Cavinder, celebrated perhaps the biggest Day 1 contracts, entering two endorsements on NIL Day with both Six Star Pro Nutrition and Boost Mobile.
The deal struck by the twins was arguably a huge moment, which was celebrated rather appropriately by their new brand partners on a Clear Channel Outdoor digital billboard in Times Square!
Alongside their astounding talents and commitment to their sport, a key factor in the deal was also the Cavinders’ enormous social media presence. Each twin has over 260k+ followers on Instagram, and together, their joint TikTok account has a following of nearly 3.3 million fans, giving brand partners a large platform for an integrated physical and social marketing effort – a strategy being seen by marketers more and more.
This is something that Boost Mobile understood, taking advantage of a contextual moment and generating even more buzz for the partnership by leveraging digital out-of-home (OOH) to create a sharable moment in both the physical and digital worlds.
Savvy advertisers understand social media is an effective and affordable means to connect with consumers, especially younger audiences like Gen Z. But with Millennials and Gen Z becoming more ad-aware, it’s essential that companies think about refreshing their marketing playbook.
Enter OOH’s unique ability to connect with an audience in a non-intrusive way, capturing a viewer’s attention and effectively communicating messages out into the real world. In this instance, Boost Mobile amplified their brand story, allowing for additional earned media exposure and social conversations from the OOH campaign that transcended the physical world and entered the digital one.
And this isn’t the first-time brands proved successful in leveraging this strategy. Recent years have seen celebrities, and notable brands alike, amplifying OOH via social media.
Actor Dan Levy saw his Schitt’s Creek billboard not only as a way to connect with the show’s robust fanbase, but also as a shareable and impactful celebration of Pride, so much so that he kicked off Pride Month sharing it with nearly five million followers on Instagram.
A gleeful Kelly Marie Tran, voice of Raya in Raya and the Last Dragon, was captured in front of a billboard promoting the film, which was posted by Disney on the day of its release.
And most were not surprised when the King of “Gin and Juice” himself announced his own line of gin. Inspired by his hit song, Snoop Dogg made his entrance into the spirits industry, and even snapped a ‘gram of a billboard displaying his new product during its nationwide rollout.
As vaccinations were made available across the nation, Airbnb’s CEO posted a photo of this simple and contextually relevant OOH message that said a lot in just three words.
With these high-profile examples, among thousands of others, brands are showing that sharing the physical on social is, indeed, “in.” And it’s working.
Learn more about how integrating OOH with social media can further enhance consumer connections by getting your brand “out” there and in front of your audiences.