Lamar Digital Boards Honour Heart Heroes
Gail Chiasson, North American Editor
For the third consecutive year, Lamar Advertising Company has partnered with the Cincinnati American Heart Association to celebrate Heart Awareness Month in an interactive way.
Lamar’s digital billboards are getting heart healthy throughout February, thanks to a new social media effort.
The Heart Heroes campaign integrates social media and digital out-of-home to spread awareness about the importance of being heart healthy and to honor those who have been affected by heart-related illnesses.
People are encouraged to post photos of friends and family who have been affected with heart issues – otherwise known as ‘Heart Heroes’ – on either the Lamar Advertising of Cincinnati or Cincinnati American Heart Association Facebook pages.
From there, Lamar uses the technological capabilities of its digital network to display the user-generated photos and names from Facebook directly to digital billboards in Cincinnati. Webcam shots from the digital billboards are posted in a Heart Heroes album on the Lamar Advertising of Cincinnati Facebook page, so people can see their photos running on the billboards.
“This out-of-home campaign drives consumer interaction for Heart Awareness Month in a clever way on social media, and we love giving people the opportunity to share photos of their Heart Heros on our digital billboards,” says Tom Fahey, Lamar territory manager. “More importantly, we’re raising awareness for heart health. We are thrilled to be in a position to help spread their important message to a mass audience in Cincinnati.”
In addition to the digital billboard component, the campaign’s message is being spread heavily through social media: a search for #HeartHeroes, #HeartHealthy or #CincyAHA yields hundreds of results related to the campaign.
The Lamar Advertising of Cincinnati Facebook page also increased its post reach by 3,108% since the campaign started in February, as compared to the previous period in January.
“Within a few days of announcing the campaign on social media, 80 photos were submitted on Facebook,” say Cindy Betsch, social media manager and artist for Lamar Advertising of Cincinnati. “Once people saw the digital billboards, the interaction on Facebook and campaign involvement skyrocketed. The combination of digital out-of-home and social media is powerful, and we are glad that we can put it to good use with the Cincinnati American Heart Association.”
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