Is Die Hard a Christmas Movie? 73 percent saying yes it was Are Media Owners doing enough with their social media? By Amber Larkins, OOH Today Eric Krise Electrical, a fully licensed and insured electrical services company recently asked its New Jersey audience the question that plagues everyone’s minds during the holiday season, “Is ‘Die Hard’ a Christmas Movie?” Leading into the week of Christmas this ad was posted on all 19 of Premier Media’s digital screens, covering major roadways in the marketplace. In one week the advertising delivered 3,494,000 impressions for Eric Krise Electrical . Why ‘Die Hard’? Sean Corbett , President of Sales and Marketing at Premier Outdoor Media said, “It’s a topic of much debate that wasn’t put to bed when Bruce Willis said at a celebrity roast, ‘The only reason I agreed to do this roast, was to put to rest that ‘Die Hard’ is not in fact a Christmas movie.’” Corbett says Eric Krise Electrical did the campaign just to be fun. There was no deep thinking behind it. The client came up with the creative. Then someone at Premier had the idea that they should actually make a poll and share on social media. The poll had over 200 votes with 27 percent saying No it was not a Christmas movie and . Often on social, media owners and agencies will just take a picture of their board, write some nice social copy and call it a day. Premier extended their audience’s engagement with the campaign by creating an interactive element. Usually, social media for a campaign is left to the advertisers, who have their own ideas of how they want to amplify campaigns through social or OOH. What is the result when OOH partners actively engage audiences on social media? Eric Krise Electrical was a new client for Premier. The client reposted the poll and was very excited for the social share to amplify their campaign efforts. “I one-hundred percent see them becoming a bigger client and we have laid a foundation for a much bigger success with these guys,” Corbett said. “They were really happy that we showed interest in their ad and their campaign and they took that extra step and made a big difference.” But this strategy may not work with all campaigns. Not every creative lends itself so well to a poll. Corbett’s advice to those considering amping up their social media efforts? He says, “Social media is easy when you have good creative and a fun idea. It’s the hook you engage them with to take it one step further.” Is posting a picture of a client’s ad on your inventory with some simple copy enough? Can media owners be more effective in their client services by putting more effort into social media? Is there a future where the amplification provided by social media becomes a larger part of the campaign than the OOH itself, considering the rise of Faux OOH? Is this a good or a bad thing? We want to know your thoughts. And the question still remains… Is ‘Die Hard’ a Christmas Movie? I personally think it is. Tell me why it’s not. Yipee-ki-yay.
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