Dynamic Digital Billboard Captures Real-Time Impressions at SXSW

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For SXSW16, Future Colossal and Kinetic executed a dynamic digital billboard campaign with six photographers using DSLR cameras running custom software. Photos of festival-goers across Austin were broadcast in real time to an LED truck from lmpact AV. The billboard boasted 100 percent share of the voice in the area, 16,000 per day in traffic and 8,000 interactions on social media.

Nominating Company: Future Colossal, New York, New York
Venue: Axe: Find Your Magic SXSW Digital Billboard, New York, New York
Project: Axe: Find Your Magic SXSW Digital Billboard
Category: Public Spaces

BACKGROUND
For SXSW16 in Austin, Future Colossal and Kinetic executed a dynamic digital billboard for Axe’s Find Your Magic campaign. Seen by more than 16,000 festival-goers a day, this extended beyond a traditional OOH campaign, activating mobile and amplifying the campaign on social media, while producing gorgeous quality photos of SXSW goers finding their magic. Festivalgoers were approached by professional photographers who were armed with Android cameras running a custom photo software created by Future Colossal that allowed them to curate, apply branding and transmit an epic photo campaign to a large digital billboard in real time. The photos were also sharable to the festival­goers via text directly from the camera.

CHALLENGES
Normally, direct billboard campaigns aren’t permitted during the festival, so we had to devise a solution to get permission to put our campaign in one of the busiest parts of the festival. We also needed to build a custom photo app that hooked up to the signage AV in real time to transmit a flawless brand image, while making sure brand integrity was maintained.

Dynamic Digital Billboard Captures Real-Time Impressions at SXSWSOLUTIONS
Because we created an experiential event using digital signage, we were able to get permissions to showcase the only digital out-of-home (DOOH) screen in the downtown area of Austin during the festival. Our custom app solution allowed photographers to apply approved branding and taglines in real time while also sharing the photo with the participant, ensuring all photos posted were high quality, brand approved and signage ready.

RESULTS
The billboard boasted 100 percent share of the voice in a prominent area of SXSW with traffic of more than 16,000 influential people per day in the clients target market. It also generated more than 8,000 measurable interactions on social media.

PROJECT PARTNERS
Kinetic Worldwide
Impact AV

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