Times Square OOH experiment

Impact

• 257K+ paid impressions generated through social amplification

• 76% engagement rate on LinkedIn content

• Supermetrics’ first out-of-home brand experiment

• Cross-channel campaign combining OOH + native social storytelling

The experiment demonstrated how traditional media placements can be reinterpreted through social storytelling, generating strong engagement from the marketing community.

Overview

To experiment with new ways of building brand visibility, we launched Supermetrics’ first out-of-home brand activation with a large-scale digital billboard in Times Square, New York.

The initiative combined OOH advertising with native social storytelling, allowing the marketing team to turn a traditional billboard placement into a shareable digital moment amplified across LinkedIn.

My role

• Conceptualized the creative experiment combining OOH and social media

• Led creative direction and visual concept for the billboard

• Managed motion design and production for the Times Square screen

• Coordinated campaign rollout with the performance marketing team

• Developed social amplification strategy to extend the reach of the activation

Execution

The campaign centered around a large-scale digital billboard in Times Square, designed to capture attention and spark conversation within the marketing community.

To maximize the impact of the placement, we paired the OOH activation with native LinkedIn content, sharing behind-the-scenes moments and contextualizing the experiment for Supermetrics’ audience of marketers and data professionals.

This approach transformed a single billboard placement into a multi-channel brand moment, extending the campaign beyond the physical screen into digital conversations.