E! Dynamic DOOH Campaign
GIVING THEIR OOH CAMPAIGN THAT EXTRA LITTLE BIT OF POP!
E! is the go to TV channel for all things pop culture. From Keeping up with the Kardashians through to Fashion Police, and of course E! News, it's the destination for everything happening in the world of entertainment. E! wanted to solidify their position as the epicenter of pop culture on the worlds largest DOOH screen, and they looked to Candyspace to bring their campaign to the next level.
Working with our media partners at Kinetic Worldwide and Maxus, and creative partners at BBH, we used Candyspace's REACH platform to deliver dynamic creative which was as up to the minute as E! News itself. REACH pulled in live tweets from E! News' official Twitter account, as well as tweets featuring the #BePopCultured hashtag. A moderation interface allowed the E! News team to review and push content live on a 24/7 basis.
With more than 1 million daily visitors, Times Square is the perfect venue for E! News to display their pop culture prowess. Witty pop culture headlines and live tweets were displayed on the huge screen, and by tweeting with the #BePopCultured hashtag people on the street were able to get in on the action and see their tweet on the big screen. We saw hundreds of tweets pushed live to the OOH screen during the course of the campaign and ensured that people traveling through one of the worlds busiest intersections became 'Pop Cultured'!