As part of a new out-of-home campaign, Guinness is using social data collected from Instagram and Twitter to target its fans. The campaign finds social users that have a penchant for sports, pubs and Guinness and makes it possible to determine the "behavioral hotspots" where these individuals gather. As a result, Guinness is able to share messaging that specifically targets these social media users in the offline world.
Alexa Wolff, Guinness senior brand manager notes that: "now we can use multiple data sources to optimize our campaigns and reach audiences with a genuine interest in our brand, close to our stockists, increasing effectiveness."
A number of brands are now experimenting with responsive outdoor billboards that have the potential to attract the attention of consumers with hyper-targeted messaging.