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 Michigan State Fair

Case Study

Michigan State Fair Digital Billboards and Mobile Network in Detroit
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With OUTFRONT digital billboards and its ​mobile network, Fifth Third Bank was able to boost visitors for their Michigan State Fair.
Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

The Fifth Third Bank Michigan State Fair wanted to attract visitors with a media mix including digital billboards and mobile device advertising. Potential visitors could click on the mobile banner ad to get dates, tickets, and directions to the fair.​

Details

The 4 week campaign included 5 digital bulletins that were placed throughout the Detroit market, including one near the previous site of where the State Fair had been for over a 100 years. For Mobile Geofencing, there was an 8 mile radius around all digital bulletins.​

Rational

Location-based mobile reinforces an advertiser’s OOH message, seamlessly bridging the gap between the physical and virtual world. This amplifies campaign reach and provides additional insights and measurement.​

Results

9.86% of consumers completed a second action (SAR) and the campaign saw a 229.67% lift from the mobile alone benchmark. The Fifth Third Bank Michigan State Fair lift in SAR was attributed to the OOH priming effect on mobile engagement.

 
Nancy Phares, the Marketing Director for Suburban Collection Showplace had the following to say, “OUTFRONT Media has been great to do business with. The digital billboards and mobile advertising along with the rest of our media mix contributed to our best year to date with a 35 percent attendance increase overall."
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