Clear Channel Outdoor, Hyperactivate Anoint @AprilGregory as Advertising Week’s “Most Influential” Attendee
Out-of-Home, Mobile and Social Media Integration Spurs Discussion, Catapults Tweets to the Physical World in Times Square
New York, NY– October 10, 2013 – Clear Channel Outdoor (NYSE: CCO), one of the world’s largest out-of-home advertising companies, in collaboration with Hyperactivate, today crowned @AprilGregory as Advertising Week’s “Most Influential” attendee by awarding her social prowess with 15 minutes of time on a Spectacolor Times Square digital billboard.
@AprilGregory, a marketing strategist, visualization expert and mother of one who is based in New Jersey and has 11,000 followers, captured the top spot on the Clear Channel Outdoor-sponsored www.amplifyawx.com leader board as Advertising Week’s 10th Anniversary drew to a close. Gregory said she has not yet decided when she will use her time or what creative and copy she’ll select to capitalize on her “15 Minutes of Fame.”
“Generally speaking, my social media approach is to focus on others and so my approach with Ad Week was much like what I’d use for my clients,” said Gregory. “I wanted to live tweet relevant content and highlight others in the process. I had a lot of fun with it. I never thought I’d win.”
Gregory’s level of activity and influence in the social space during Advertising Week, as measured by Hyperactivate’s social application, “Spotlight,” moved her to the top of the leader board and past other participating social media devotees who boast thousands more followers than Gregory, who has fewer than 10K tweets to her credit. In addition, Gregory’s social activity contributed to 40 percent of all posts initiated through the amplifyawx.com landing page.
I wanted to live tweet relevant content and highlight others in the process. I had a lot of fun with it. I never thought I’d win.
“We identified Gregory as the most influential because she activated more of her fans and followers than anyone else,” said Marc Fischman, Co-Founder and CEO of Hyperactivate. “This means her social network of fans and followers were most engaged with the campaign, proving our point that a person with more fans and followers than anyone else isn’t necessarily the most influential if they can’t move those people to action.”
This activation, and @AprilGregory’s win, underscores that it’s what happens after a Facebook post or tweet is posted that matters most, marking the next frontier in understanding the brand value of social media.
“Advertising Week attendees like to be heard and are active in the social space, said Vicki Lins, executive vice president & chief marketing officer, Clear Channel Outdoor. “We wanted our ampliyawx.com promotion to capture that moment of social activity, make it relevant to the conference and use it as a trigger to stimulate more discourse. But most importantly, we wanted to measure the cascade of activity that happens after someone tweets. This activation took what’s happening in the moment, originating in the social and mobile worlds and then moves to the physical world through the power of digital out-of-home media.”
The four-day promotion was open only to AWX delegates who posted to their Facebook or twitter pages with #AWX directly from www.amplifyawx.com. These posts then automatically appeared on a Spectacolor Screen in Times Square at 1567 Broadway, adjacent to TKTS and Duffy Square and on Clear Channel Outdoor digital totems placed at Advertising Week venues (Times Center and Liberty Theater).
Each Tweet or Facebook post initiated from amplifyawx.com was tracked by “Spotlight,” which followed subsequent actions taken on each tweet or post – links clicked, re-tweets, comments made, etc., until the competition ended at noon, September 27.
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Hyperactivate is the marketing solutions company that activates fans and followers by creating participatory social media promotions that encourage and facilitate sharing of brand messages. Named one of the top three social media companies of 2013, Hyperactivate has a powerful technology platform for harnessing word-of-mouth marketing, analyzing social media efforts, and for the first time ever, accurately measuring social media ROI. The company is the first of its kind to develop a proprietary patent-pending platform that can actually trace a brand revenue stream back to a single tweet or post and the chatter it created. Best known for its mosaic application, Hashtagart, Hyperactivate is expanding its marketing solutions to include a full suite of products to run on its platform including Spotlight, Caption Capture, and Social Comix.
About Advertising Week
Since its creation in 2004, Advertising Week has drawn hundreds of thousands of participants from around the world to New York City for a week long think-tank comprised of over 200 different distinct programs that focus on the power of advertising and its neighboring industries. Above and beyond celebration, the mission of The Week is to inspire young people to join the craft; focus the industry and public at-large on the social impacts of advertising; address the most important issues facing the industry and shine a bright light on the business and economic influence of the advertising, media and marketing industries. The Week is produced by Stillwell Partners. Stillwell also produces Advertising Week Europe which returns to London March 31 – April 4, 2014.
About Clear Channel Outdoor Holdings, Inc.
Clear Channel Outdoor Holdings, Inc., (NYSE: CCO) is one of the world’s largest outdoor advertising companies, with more than 750,000 displays in over 40 countries across five continents, including 48 of the 50 largest markets in the United States. Clear Channel Outdoor Holdings offers many types of displays across its global platform to meet the advertising needs of its customers. This includes a growing digital platform that now offers over 1000 digital billboards across 37 U.S. markets. Clear Channel Outdoor Holdings’ International segment operates in nearly 30 countries across Asia, Australia, Europe and Latin America in a wide variety of formats.
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