Dive Brief:

• Delta Airlines has repainted a Brooklyn building with stylized graphics that display the airport codes for all 133 destinations it flies to out of New York City, according to Adweek.
• As part of a partnership with the dating app Tinder earlier this summer, Delta had previously outfitted the same building with imagery representing iconic places around the globe it flies to that people could also use as a backdrop for selfies to bolster their Tinder profiles. The fresh paint job for the building will remain until Aug. 27 and was done by artist Celyn Brazier, who worked with Delta's creative agency Wieden + Kennedy New York, Adweek said.
• The new images include visual clues for visitors to unravel, such as an ear of corn nestled in the letters "CID," which represent the Cedar Rapids, Iowa, airport code. Delta encourages people to find these hints and share them on Instagram for a chance to win prizes. The effort also includes a Snapchat filter and shoppable post where users can click on an airport code and jump to an app that sells hats, mugs, shirts and other merchandise featuring city-specific artwork.

Dive Insight:

What seemed like a fun one-off promotion from early June has turned into a continuing out-of-home activation for Delta, with the Brooklyn building serving multiple duties as a billboard, conversation starter, social media scavenger hunt purveyor and now a portal to an e-commerce app. Unlike the earlier selfie wall with Tinder, the new paint job is solely about the airline and the various airports it services from New York.

Delta's continued re-imaging of the Brooklyn building points to how out-of-home advertising continues to push past static billboards and signage with the help of digital integrations. The Delta Dating Wall — which, beyond encouraging shareable selfies on Tinder came paired with its own hashtag — demonstrated this, and the update including its own Snapchat filter and shoppable post s extends the strategy. 

The hope for Delta here is to grow awareness past local Brooklynites who are feeling a bit of wanderlust, getting them to share photos and video that put the airline top of mind with friends both in and outside New York as well.