New product doohfa, which provides off-the-shelf dynamic content for Digital Out-Of-Home networks, delivered over 2,000 Instagram images to the digital screen in The Living Mall, Central Park Sydney during BEAMS Arts Festival on September 19.
doohfa is a web-based product developed by OFA Marketing Production, based in Chippendale, Sydney. The cloud-based platform was used to curate 371 unique Instagram images of the 478 submitted in the BEAMS Arts Festival Instagram Competition on the night, and integrate them immediately for display on the digital screen in The Living Mall, Central Park Sydney.
“There were nearly 500 Instagram posts with the competition hashtag during the five hour event – well over one post a minute,” says Neice Waddington, doohfa’s operations director. “We used doohfa to curate over 77% for immediate display on The Living Wall. The imagery looked fantastic on the 15 metre digital screen. And it was so interesting to see the festival represented from the perspective of festival-goers, within minutes of the festival unfolding.”
doohfa has been developed to provide DOOH networks a simple way to deliver the benefits of social media integration to their clients, and leverage other advantages of digital display networks.
“This activation delivered nearly 10% more Instagram followers to BEAMS in a five-hour period, and 35% more Instagram activity around this one hashtag alone,” says Dave Petschack, doohfa’s managing director. “With doohfa, this type of DOOH Instagram activation is now off-the-shelf – it’s easily transferable to other digital screen networks and scalable for more screens.”
doohfa has been developed independently to overlay DOOH network ad scheduling systems to the advantage of both the networks and their advertisers. With doohfa, brands can manage their content across multiple DOOH networks from the one web-based dashboard.
“We were able to curate the Instagram content into dynamic playlists using a tablet from wherever we were during the festival,” says Waddington. “The content manager wasn’t chained to a desktop, and the digital display tech team didn’t have to lift a finger. doohfa really taps into the immediacy and dynamism of digital display networks.”
doohfa powered the BEAMS Arts Festival Instagram Competition on September 19, 2015, from 5pm to 10pm. Participants posted their festival photos to Instagram and tagged them #BEAMSFESTIVAL then looked out for their entry on the digital screen in The Living Mall, Central Park Sydney during the festival.