Out of Home (OOH) Advertising is a Social Conversation Igniter!
In March of 2013, the OOH industry conducted a test study, called “Project Rushmore.” This project proved how powerful OOH can be in igniting digital and social media activity. We are pleased to provide a summary of this project.
What is Project Rushmore? Answer: A study of the ability of OOH to drive online search, website visits and social media activity.
Project Parameters: Test campaign in 4 markets: Cincinnati, Sacramento, San Antonio and Phoenix.
Campaign officially ran March 4 - 29, 2013.
The campaign encouraged the public to go online to a website created exclusively for the project at rushmorevote.com, and vote for the next face added to Mt. Rushmore – “George W. Bush”, “Barack Obama” or “Neither.”
Key Findings & Results*:
· OOH media delivers 3X more online activity per ad dollar vs. TV, radio & print.
· 57% used a mobile web browser on a smartphone or tablet to vote.
· Cincinnati had the HIGHEST WEBSITE TRAFFIC: 15% of all traffic.
· Campaign went viral: nearly 2/3 (62%) of website visitors were from outside the 4 metro areas that had the OOH campaign.
Referral traffic: 37% from social networks - Facebook accounted for 79% of this traffic. Almost 7,000 Facebook users saw content related to Rushmore Vote, even if they didn't go to the official website.
Conclusion: OOH significantly outperforms TV, radio & print in starting social conversations.
Who won? 69% voted to leave Mt. Rushmore the way it is.
*Information above is from “Project Rushmore 2013: Out-of-home Advertising and Online Activations”