Station dominations were selected to maximize impact among the target audience when they were in a “mobile mindset” in select heavy transit markets. Station dominations provided a pervasive presence in high foot traffic locations, a presence difficult to replicate in other OOH environments. HTC was also able to use multiple creative messages across the various static placements to fully surrounding the target.
Digital interactive transit and cinema lobby kiosks were selected to provide a hands--on “trial by out-of-home” experience that allowed consumers to replicate the product experience. The interaction experience allowed consumers to take photos of themselves and their friends and use the touchscreen kiosk to draw on those pictures using a virtual pen as a stand in for the HTC Scribe™. The end result could be saved and sent directly to their email for sharing and use on social media. All elements were opt-in to ensure privacy was respected.
Markets: Boston, Chicago, Philadelphia, San Francisco
Flighting Dates: September 1 - October 2, 2011
Out of Home Formats: Rail Station Dominations, Digital Interactive Transit Kiosks (San Francisco only), Digital Interactive Kiosks in Cinema Lobbies