To develop the first of its kind Out of Home (OOH) advertising campaign for Bethesda’s Fallout 4 game release, using social tracking on Twitter to influence the distribution of their OOH communications. Posterscope and Target Media worked with Locomizer and Clear Channel UK to develop this pioneering OOH campaign.
To understand where and how gaming audience interacts in the social space, highlighting key hotspots around the UK where consumers are engaging in relevant conversations for Bethesda’s gaming audience whilst out of home.
First, we identified the gaming audience by looking for relevant keywords and hashtags in their geo-enabled tweets and also checking the followers of popular gaming-related Twitter accounts. Next, we used our geo-behavioural profiling algorithm to understand where and how audiences interact in the social space, highlighting key hotspots around the UK. Finally, using this social geo-behavioural data, Posterscope has been able to work closely with Clear Channel UK to optimise the distribution of the broadcast element of their campaign, overlaying Locomizer’s social hot spots with OOH sites through their tool Planner.
This unique approach of micro-targeting the gaming audience ensured that, in addition to the awareness and standout that a multi format and multi environment campaign delivered, opportunities to achieve engagement out of home and drive further consideration in social media were increased. As the result, the campaign won Clear Channel’s Out-of-Home Advertising Award for Best Use of Data and Insight.
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