Dive Brief: 

• A top provider of aerial advertising in the U.S., AirSign is hoping to bring cyberspace and social media into the sky. 
• The skywriting firm is partnering with clients like the USA Network to deliver sky campaigns that are meant to inspire social media users to post photos of the skywriting. 
• USA Network utilized AirSign as part of its #digdeeper campaign for the thriller series Dig, running a scavenger hunt campaign during Comic Con that included skywriting and heavily spiked social media engagement for the series.

Dive Insight: 

In an increasingly cluttered social media landscape, anything that can help brands stand out can be valuable. Who wouldn't take a picture of skywriting and post it to social media? It's such an unusual and visually stunning thing to see that it makes sense that people on the street would begin sharing photos — and spreading the brand's message in the process. The skywriting falls in line with other social stunts like Amazon's huge locker and Samsung's airport takeover.