Look for Longer
Is it possible for a small scale outdoor advertising campaign to integrate with social media and the mobile web in a way that’s both measurable, successful and viral? That’s the question CBS Outdoor sought to answer with the launch of the ‘Look for Longer’ campaign.
Look for Longer 1
Look for Longer launched in October 2012 and was based around an interactive, responsively developed microsite featuring a cryptic game designed to test participants on their knowledge of the London Underground network. Central to the game was an interactive image depicting 75 London tube stations; participants must navigate the image to select hotspots and identify the tube stations associated to the clues contained. Gamers could then login, save progress, submit their scores and share the game via social media to encourage the ‘snowball effect’.
The campaign intrigued and excited London commuters and the wider world, generating 600,000 visits from 300,000 unique visitors; resulting in an estimated social brand outreach figure in excess of 9 million online users and a conversation that spread far further than just Twitter and Facebook.
'Look for Longer' received 12,119,901 answer submissions, proving that outdoor advertising and the mobile web can combine to create a result that’s impressive, creative and lasting.
Look for Longer 2
In September 2013 work.shop.play. revealed the hotly anticipated sequel to ‘Look for Longer’; this time the Tube station clues were to be crowd sourced, with members of the public invited to provide their own creative clues to build into the final image. Over the course of two weeks, hundreds of cryptic station clues came flying in, allowing work.shop.play. to create ‘Look for Longer 2’.
65 London Underground 48-Sheets with a media value of £91,000 showcased the Look for Longer 2 visual, and once again Londoners were prompted to visit lookforlonger.com in order to play the game and use #lookforlonger on Twitter and Facebook to get help from other players.
Over the course of four weeks, the campaign drove 314,896 hits to the website from 165 counties around the world, with users spending on average 44 minutes bidding to guess all the station clues.
The game generated huge social media interest and was tweeted about more than 10,800 times, reaching over 10.6 million people. Furthermore, 28 percent of all referral traffic to the Look for Longer site came from either Facebook or Twitter.
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