Digital OOH is not new and especially linking with real-time crowd-sourced photos. Been done to death.
In comes a new way to capture these crowd-sourced content (photos) and push them directly (and dynamically) to any screens, literally! INSTAGRAM, and the Cloud. It’s not an easy platform to manage crowd-source photos or videos but this example demonstrates an efficient and yet effective use of Instagram. More cases to follow from the digital communications world soon, I believe.
Sydney’s art festival uses Instagram for digital signage
DMA News Desk | Sep 22, 2015 | 7:11am
New product ‘doohfa’, which provides off-the-shelf dynamic content for Digital Out Of Home (DOOH) 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.
The cloud-based platform was used to curate 317 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. 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,” said Neice Waddington, doohfa’s Operations Director.
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 5 hour period, and 35% more Instagram activity around this one hashtag alone. 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,” said Dave Petschack, doohfa’s Managing Director.
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. 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,” said Neice Waddington.
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.