Objective
Exterion Media has worked closely with Posterscope and Locomizer to leverage geo-behavioural and social media insights to intelligently identify locations to target gamers for the promotion of Doom’s new video game reboot from Bethesda. The objective was to find a ‘lad’ audience with an interest in gaming, and then honing into this audience’s geo-location, commute-pathways and local haunts.
Solution
Locomizer monitored gaming-related Twitter activity and follows to discover where, in the real world, the game’s key target audience gathered in volume. The OOH campaign itself was amplified with geo-targeted mobile display ads via Posterscope’s partnership with xAd to deliver dynamic content such as a game trailer to target gamers’ mobile devices. This method of combining social and mobile behavioural data is brand new to the industry and showcases OOH’s ability to hone into an audience’s geo-location and commute-pathways to directly influence purchase, awareness and social conversations.
Outcome
The after campaign measurement study has confirmed that the data supplied by Locomizer helped reaching key audiences in relevant locations and at relevant times. By doing a cross-reference check with the mobile campaign results we found a strong correlation between the location of “locomized” posters and an increase in secondary action rate (SAR) – the shorter the distance to the “locomized” poster, the higher the secondary action rate. We also recorded a sizeable increase in number of impressions and clicks when compared “locomized” locations with PPC campaign data by Google.
Media Coverage
