Doom outdoor blitz makes data the magic bullet

doomProof of the outdoor industy’s love affair with data insight has come in the form of a new campaign promoting a reboot of the 90s shoot ’em up video game Doom, which is using more data sources than you can shake a stick at to target gaming audiences.
Posterscope and Target Media’s campaign for the game, published by Bethesda, has identified relevant Twitter conversations, retail history and out-of-home planning data to pinpoint the hotspots in which ads will best reach the target audience of trigger-happy 18- to 34-year-olds.
The multiple data sources used to plan the campaign include Route audience targeting overlaid with Posterscope’s proprietary app Planner, as well as retail data provided by CACI on individuals who have purchased a video game at some point within the past 12 months.
Meanwhile, Posterscope and location analytics firm Locomizer are listening to conversations on Twitter that are relevant to a gaming audience, and mapping these across its OOH network to identify hotspots and plan the best places for posters to reach this audience
The two companies are also mapping the campaign posters by identifying Twitter users who follow accounts relevant to the target audience, including @TheLadBible, @Unilad, @IGN and @GamesRadar
The campaign itself is being amplified with geo-targeted mobile display ads via Posterscope’s partnership with xAd to deliver dynamic content such as a game trailer to target gamers’ mobile devices. These trailers drive footfall to nearby stores, and encourage recipients to share the trailers via social media.
Posterscope business director Daniel Carey said: “The campaign for this cult-classic game continues to push the boundaries of what is possible in the OOH space. By putting social, mobile, behavioural and transactional data at its core, and by using some of the most advanced tools available for OOH planning, this campaign for Doom will reach key audiences in relevant locations and at relevant times to directly influence purchase, awareness and social conversations.”

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