Cupid’s Undie Run

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Title

Cupid's Undie Run

Advertiser:

Cupid's Undie Run

Year:

2016

Source:

OUTFRONT Media US

Product Category:

Charities

OOH Format:

Outdoor

Country:

United States

Objective:

Drive registration for the Cupid’s Undie Run, in Denver on Valentine’s Day Weekend.

Target Group:

Denver inhabitants willing to participate in the Cupid’s Undie Run.

Strategy and Media Used:

Cupid’s Undie Run used OOH and mobile advertising to drive registration for a Valentine’s weekend run in Denver. CTR was optimized for and the client saw a 78% lift over the mobile alone benchmark. Additionally, the run raised over $3.5 million dollars in 2016 for charity. 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:

  • Click through rate (CTR) was 78% above the benchmark. Attribute this huge lift to the OOH priming effect on mobile engagement.
  • Drove over 1,470 clicks to the Cupid’s Undie Run website over the 4 week flight.
  • The run was a huge success, raising over $3.5 million dollars in 2016 for charity.
  • Note that Secondary Action Rate (SAR) was not tracked, as the client’s goal was to maximize clicks to the website and did not use the OUTFRONT dynamic landing page.