Twitter took advantage of digital OOH’s story-telling capabilities to strengthen their brand image, encourage interaction, and inspire viewers.
Social media giant Twitter is the latest advertiser to leverage the slow-motion capabilities of our New York City digital network. Their current campaign is running on our high-reaching newsstands and showcases an eye-catching variety of multi-creatives with an ongoing narrative that speak to Twitter’s mission of creating and sharing ideas without barriers.
This simple concept behind this campaign involved resurfacing old Tweets from celebrities, athletes, and other high-profile public figures that foreshadow their later successes, effectively embodying this campaign’s tagline of ‘Tweeting It into Existence.’
One creative variant, for example, shows Demi Lovato’s 2010 Tweet about her wish to perform the National Anthem at the Super Bowl superimposed over a photo of her 2020 Super Bowl performance, while another includes a photo of NASCAR superstar Bubba Wallace’s 2021 Talladega win beside a 2014 Tweet about his dream of racing in the National series.
The unparalleled storytelling capabilities of OOH are on full display with this campaign, as each creative shows an intimate and inspiring story of growth that leaves viewers awaiting the next chapter. Through targeting individuals during the time of new year resolutions, and utilizing the movement capabilities on our inventory, Twitter’s campaign improves retention and recall of the advertisement, as well as increased the likelihood to interact and take part in the #TweetItIntoExistence campaign.
By leveraging the actual tweets of well-known public figures, Twitter inadvertently enhances its brand image's perceived credibility and legitimacy. The realness of this campaign also evokes genuine emotion, brings the conversations held on their platform into the real world, and prompts viewers to use their social brand.
In all, Twitter’s most recent OOH campaign exemplifies the power of a thought-provoking and inspiring creative concept with a clear message that’s elevated by the highly visible, and enclosable nature of OOH advertising formats.