Dive Brief:

• To promote its new Absolut World vodka, Absolut debuted a "Global Selfie" campaign encouraging travelers flying from Frankfurt to Singapore to upload selfies to an online platform that are then shared on digital displays, according to The Drum. Passengers can include their name, age, city and recommended hot spots to eat, drink and hang out in their hometowns. 
• The selfies and travel tips are displayed on screens in the terminals at the Frankfurt airport with flights departing to Singapore, and vice versa. Each selfie is displayed with different backgrounds and taglines like "Ready for Your Trip," "Join Our Global Selfie" or "Unlock Local Hotspots" that are then made into a photo collage.
• The live social media feed campaign is a first for out-of-home (OOH) display company JCDecaux, which featured the posts across its digital duty-free network in all four terminals at Singapore's Changi Airport, per The Drum. 

Dive Insight:

While brands have used billboards for decades, more marketers are embracing digital displays and incorporating user-generated content into their OOH strategies. In its latest global campaign, Absolut rides that trend and makes a direct play for selfie-crazed millennial consumers, who spend an average of an hour a week taking selfies, according to a 2017 study by Now Sourcing and Frames Direct

Other major companies have found success personally engaging with fans through public digital displays, whether it be interactive billboards or with personalized online content. Ford recently asked consumers to create and share original Mustang logo art, which the automaker would display on an outdoor digital billboard. To promote "Star Wars: The Last Jedi" last year, Disney posted real-time Twitter reactions to the film on billboards in Times Square and Toronto’s TEC Towers.

The ability to interact with brands through sharing photos or videos has proven to boost customer loyalty, especially in younger generations. This, combined with millennials' strong interest in spirits, offers alcohol makers a new avenue to increase brand awareness by focusing on interactive experiences that directly engage these age segments.