"Archive's AI OOH hijacked big brand campaigns with live metrics."
Archive.com is a new AI-powered influencer marketing platform that helps brands find more UGC, faster. In fact, it finds 6 times more content than the competition thanks to a proprietary machine vision tool that “watches” content on social media instead of searching for tags, allowing it to report untagged content.
To cut through the noise of B2B marketing, we found the one thing all big brand marketers have their eyes on—their own holiday campaigns—and used it to highlight our product in real time.
Our stunt publicly measured their campaigns’ social media mentions and metrics in real time, right in front of their billboards—hijacking tens of millions of dollars worth of media to our advantage.
Watch the case study below.
While we launched this stunt in Times Square, we aimed to grab our clients’ attention on social. The final phase was a hyper-targeted LinkedIn campaign showing big brands their contextual executions of the campaign.
Making the hype inescapable.
The stunt went viral, with content creators jumping on social media to share their takes on our bold B2B marketing campaign. Within just a day, our viral campaign turned into actual meetings and deals.
This campaign showed how any brand can tap into Archive's AI for real-time content and actionable metrics. And we proved it in the loudest, busiest spot on Earth.
"A powerful way to get our attention"
"Brilliant and cost efficient B2B Marketing"
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"Bold, risky, and impossible to ignore"
"A brilliantly disruptive demo of the product"
“I saw the Times Square campaign with Spotify and wanted to learn more.”
"The most brilliant and cost-efficient B2B marketing campaign I’ve seen"
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To bring this to life, we had to solve complex technical and logistical challenges.
On the technical side, we connected Archive’s proprietary AI engine to the DOOH truck. It analyzed targeted brands’ campaigns, then crawled social media looking for any untagged mentions and content (that other social listening platforms can’t find), and pushed it to our digital boards in real time.
Logistically, this was a nightmare.
Brand campaigns change every 15 seconds on the screens in Times Square, so our system had to time our visual responses to fit perfectly within those 15-second time slots, i.e. changing from Coca-Cola, to Nike, to Sephora.
In addition, we had to design each response to match the big brand campaign visuals and move the trucks into forced perspective, so it looked like a visual continuation of those campaigns.
Also, if you think the NYPD liked our approach to creating these forced perspectives and illegal parking jobs, think again.
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