At the end of September, we set-up our first digital out-of-home marketing campaign in downtown Cincinnati, Ohio. The project successfully wrapped-up last week. With the completion of any marketing campaign, it is important to review the measurements of interaction. In this case, we measured the number of daily user interactions and the number of quizzes completed weekly. An interaction was counted as a user standing in front of the screen for more than 1.5 seconds.
On average, weekly interactions ranged between 8,000 and 10,000. Of those, 90-120 users a week took time out of their day to complete the 3-5 minute quiz. We noticed the majority of quiz interactions coincided with bus times. Most likely linked to those taking the quiz while waiting on the bus.
Our digital out-of-home project was a combination of unique creative and distinctive development to produce an entertaining and informative interactive experience.
Check out the video below to see the process of set-up, scenes from the interactive display and a few short interviews.