Lamar Advertising Launches Personalized Digital Billboard Campaign using Vehicle Recognition Technology for Paramount Picture...
June 06 2017 - 12:22PM
Lamar Advertising Launches Personalized Digital Billboard Campaign
using Vehicle Recognition Technology
for
Lamar Advertising Company (Nasdaq:LAMR),
one of the largest out-of-home media companies in the world, and
Paramount Pictures, a global entertainment company, have unveiled a
dynamic, technology-led digital out-of-home (OOH) advertising
campaign to promote the upcoming film release of Transformers: The
Last Knight, ahead of its nationwide release on June 21, 2017.
Using its digital billboard network in conjunction with vehicle
recognition technology from Vehcio, Lamar will deliver
personalized, contextually relevant messages based on the make and
model of the oncoming car.
Drivers cruising along in their cars will see a
tailored message displayed on the billboard with the make and model
of their car: “Attention. Your Honda Civic is an Autobot” or
“Warning. Your Toyota Camry is a Decepticon”.
Campaign highlights:
- A camera mounted 1,000 feet ahead of the Lamar digital
billboard scans for vehicle grilles.
- When it recognizes a particular make and model, the billboard
message shifts from a generic teaser ad to a personalized one for
that vehicle make and model.
- The artwork was designed to speak to Transformers fans – with
imagery and references from the hit series of films – and to pique
the interest of the marketplace with personalized messaging,
generating excitement leading up to the film release.
- The billboards will take into account the speed of traffic to
calculate the precise moment and length of time to display the
personalized message.
Default creative: http://i.imgur.com/iWlStJE.png
Personalized creative: http://i.imgur.com/2zurbVB.png
Campaign
photos: http://i.imgur.com/n2pHo6M.jpghttp://i.imgur.com/0xvFlJv.jpg
Lamar executed the first digital billboard
campaign in the U.S. using vehicle recognition technology to
deliver contextually relevant messages for Chevrolet in 2016.
“Data-based technology is taking digital
out-of-home to a new level,” said Ian Dallimore, Director of
Innovation and Sales Strategy for Lamar Advertising Company. “Using
Lamar’s digital network and vehicle recognition technology, we are
able to help Paramount Pictures deliver a personalized one-to-one
message to Transformers fans. We expect this campaign to generate a
lot of buzz for the movie, and we can’t wait to see how fans
react.”
The campaign is now live in New York City,
Chicago, Philadelphia, Atlanta, Dallas, Detroit, Cincinnati and
Oklahoma City and will run through June 25, 2017. Transformers: The
Last Knight will release in theaters on June 21, 2017.
About Lamar Advertising
CompanyFounded in 1902, Lamar Advertising Company
(Nasdaq:LAMR) is one of the largest outdoor advertising companies
in the world, with more than 330,000 displays across the
United States, Canada and Puerto Rico. Lamar offers advertisers a
variety of billboard, interstate logo and transit advertising
formats, helping both local businesses and national brands reach
broad audiences every day. In addition to its more traditional
out-of-home inventory, Lamar is proud to offer its customers the
largest network of digital billboards in the United States with
over 2,600 displays. Please feel free to explore our website
www.lamar.com or contact us at hello@lamar.com for additional
information.
About Transformers: The Last
KnightFrom Michael Bay, and based on the Hasbro line of
popular toys, Transformers: The Last Knight shatters the core myths
of the Transformers franchise, and redefines what it means to be a
hero. Humans and Transformers are at war, Optimus Prime is gone.
The key to saving our future lies buried in the secrets of the
past, in the hidden history of Transformers on Earth. Saving our
world falls upon the shoulders of an unlikely alliance: Cade Yeager
(Mark Wahlberg); Bumblebee; an English Lord (Anthony Hopkins); and
an Oxford Professor (Laura Haddock). There comes a moment in
everyone’s life when we are called upon to make a difference. In
Transformers: The Last Knight, the hunted will become heroes.
Heroes will become villains. Only one world will survive:
theirs, or ours. To learn more about the movie go to:
transformersmovie.com.
Press Contact:
Allie McAlpin
Communications Director
Lamar Advertising Company
(225) 926-1000
amcalpin@lamar.com
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