• by Erik Sass  @eriksass1, February 19, 2014

The lines between social, mobile and digital out-of-home media continue to blur, as marketers bring user-generated content to high-profile outdoor signage to engage consumers. In the newest example, PepsiCo is bringing Vines submitted by users to digital billboards in the UK.
 
Playing on the theme “Unbelievable,” PepsiCo is inviting British consumers to submit Vines showing themselves doing something that defies imagination, along with the hashtag #LiveForNow.

The best Vines will appear on a network of digital billboards operated by Ocean Outdoor in seven big cities across the UK. The campaign was created in collaboration with OMD, Talon Outdoor, AMV BBDO, Jaywing and Grand Visual.
 
The Vine campaign reinforces the “Unbelievable” tag line for PepsiCo’s new product, Pepsi Max, which combines the “unbelievable” qualities of “maximum taste, no sugar.” PepsiCo is supporting the campaign with YouTube videos on the same theme.
 
The UK has seen a lot of innovation in the DOOH space in recent months.

In October, Clear Channel Outdoor UK unveiled its new “Storm” network of high-profile digital billboards along motorways around London. Among other features, the Storm network enables “bespoke” ad placements, complemented with customizable lighting and digital nameplates for advertising clients.
 
One of the first big campaigns on the Storm network, from British Airways, featured outdoor ads that interacted with planes overhead. The campaign used surveillance technology and flight schedules to determine when there was a BA plane overhead. When a plane was detected, it triggered an image of a child pointing up at the aircraft, along with a message containing the flight number and departure city -- e.g., “Look, it’s flight BA430 Amsterdam.”