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 CBSN

Case Study

cbsn on wrapped subway shuttle out of home advertising in new york city
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In preparation for the midterm elections, CBSN wrapped NYC's shuttle train between Times Square and Grand Central. The wrapped train was the network's largest OOH campaign to date.

Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

The campaign sparked conversation across social media channels, reaching more than 18K people on Twitter and 340K on Instagram. The exterior of the train featured both blue and red colored cars, showcasing the networks "non-partisan" coverage, while the interior featured key facts about the election, including how many gubernatorial races are up.

Details

Market: New York City

Media Buy: Subway Wrapped Shuttle

Rational

CBSN utilized a wrapped shuttle train due to its ability to reach the TV network's key audience. Christy Tanner, EVP and GM of CBS News Digital, explains, "The Grand Central - Times Square nexus is where we would like to reach ad industry executives and media buyers with the message that CBSN delivers non-partisan, brand-safe content."

Results

The campaign sparked conversation across social media channels, reaching more than 18K people on Twitter and 340K on Instagram. Online publication AdWeek also published an article about the campaign.

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