What Is Social Out of Home?

Is your brand getting all it can out of its campaigns?  How about maximizing real-world campaigns with online buzz.

Social out of home is a new media sector in which brands leverage the digital amplification and engagement that happens when the right creative meets the right location. An example of sOOH is OUTFRONT PRIME and its of portfolio of 250+ coveted locations, hand-picked for their ability to amplify physical impact socially, while keeping brands real and relevant.

Benefitting from this one-two punch are brands like House of Athlete (https://www.instagram.com/reel/CnSzOMOj7-O/?igshid=YmMyMTA2M2Y=), E.L.F. Cosmetics (link to video), HBO Max, (Red), Adidas, Airbnb, AmazonChanel, GucciHulu, and Uber Eats to name a few.

OUTFRONT PRIME assets are proven to deliver social traction and enhanced consumer engagement and thus serve as a social media primer, making it easy for brand enthusiasts to share the love. In fact, according to 2022 Comscore research, compared to every other medium, out of home can drive 7x the social posts, 5x more website visits, 6x more social searches and most importantly, 5.3x more online purchases.

Connecting IRL to URL, these locations inspire not just influencers, but consumers to take out their cell phones and capture a photo or video of a brand campaign, and then share their passions in real-time across their social networks.

A couple of examples:

  • Calvin Klein, via its 4-week OUTFRONT PRIME campaign featuring Jari Jones, garnered 3.1 million OOH impressions along with 46.4 million potential people reached on Instagram. Dollar Shave Clubachieved 19.9 million OOH impressions while generating a recall average of 65% (Nuvi 2020, 2021).
  • In the week leading up to the Gossip Girl Season 2 premiere, HBO Maxmade their own NYC subway announcements with Gossip Girl‘s iconic narrator, Kristen Bell. The surprise and delight moment came when instead of hearing an announcement of the next train approaching, commuters heard Kristen Bell announcing the approaching intrigue coming in Season 2 of Gossip Girl. These announcements were heard on subway platforms across the city, including Grand Central and 86th Street Station. To directly connect the experience to social, HBO Max had influencers like telshamarjonjaegurlymayo/yaminahharryveryhill and davis visit the iconic stations and share out the experience to their following.
  • E.L.F. Cosmetics– e.l.f. Cosmetics is always looking for like-minded disruptors to shape culture and connect communities through positivity, inclusivity and accessibility. e.l.f. teamed up with OUTFRONT PRIME to uplift and empower women and underrepresented alt non-binary creators with a focus on e.l.f.’s Twitch channel, e.l.f. YOU. Together e.l.f. and OUTFRONT created a moment to celebrate e.l.f. YOU creators on a big screen across from Madison Square Garden.

OUTFRONT PRIME has also proven effective for brands seeking to engage with GenZ and Millennials as 1-in-3 consumers from these demos have looked for a brand on social media after seeing an OOH ad (Harris Poll 2021). Recall of OOH campaigns gets a 67% lift among GenZ and Millennials (Harris Poll 2022).

Learn more about social out of home from Max Siegelman, OUTFRONT Head of Cultural Relevance.