Direct Response with Social Networking
SeeSaw makes digital out-of-home interactive and viral with social networking
SeeSaw now offers advertisers a way to extend their investment in impressions to engage a larger community of people through viral marketing opportunities on social networks through a partnership with LocaModa, the leading mobile social platform for connecting people and places to the Web. The partnership leverages SeeSaw’s extensive network and LocaModa’s platform to provide advertisers with new ways to engage people using digital out-of-home media, the Web and mobile phones. This combination allows patrons to use their mobile phone to interact with a digital screen in a place like a bar or coffee shop and have those interactions posted to social networking sites like Facebook.
People in social places like bars or restaurants can connect with others at the venue as well as their online friends by engaging with interactive digital signs and virtually join their friends in a bar, see what’s going on in their favorite hang-out and participate in conversations through their online social networks. As consumers in a venue respond via text messaging to the interactive call-to-action in a digital signage ad, those responses are posted on the venue’s social network pages and feeds. If the consumer chooses, those interactions can also be automatically posted on their Facebook page or Twitter feed, thereby multiplying the reach of that original impression. This powerful partnership brings digital out-of-home to the web and subsequently makes it viral.
How it works
LocaModa enables SeeSaw affiliates to create a virtual presence on social networks for each of their venues. For example, a particular bar or coffee shop on Main Street can also exist on Facebook, where people in the venue or fans of the venue appear online. LocaModa also provides a suite of interactive applications like contests and games that networks can incorporate into their programming to attract people to participate, thus making the screens more engaging and rewarding for the consumer. As consumers in a venue respond via text messaging to the interactive call-to-action in a digital signage ad, those responses are posted on the venue’s social network pages and feeds. If the consumer chooses, those interactions can also be automatically posted on their Facebook page or Twitter feed, thereby multiplying the reach of that original impression.
The interaction can be customized per network. For example, on a digital screen in a bar, an advertiser can provide videos or sponsored content that guests can add to their social network profile page by sending a text message with a specific keyword and location name to a shortcode. Bar patrons can also create a “Shout Out” and have it appear as a comment on the Facebook page for the bar, as a Twitter message directing friends to meet them there, or on digital screens in other locations. SeeSaw provides agencies with a one-stop shop to buy digital out-of-home media across thousands venues nationally and to buy mobile marketing campaigns across those venues.
