Through technology/emerging media we executed a first of its kind OOH media buy that included digital and interactive boards in Times Square. For a two-week period, we leveraged the prevalence of mobile phones and the reach of Times Square to promote a contest where users took pictures of themselves and sent them to the boards using MMS technology. Photos were multiplied across Times Square and each participant was entered to win an Intel-powered laptop.

•Photo uploads: 10,250•Mobile phone entries: 2,886•Tell a friend emails sent: 4,656•Images downloaded by users: 1,770•Multiple appearances online. Appearances varied in placement from independent, niche sites to mainstream sites