Tri Outdoor Inc. of Bethlehem won the national Best of Show award in the 2015 Watchfire Digital Billboard Awards for its digital billboard campaign featuring live tweets and photos posted during the Penn State Lehigh Valley commencement in 2014.
The awards recognized digital billboard operators and advertisers who demonstrated effectiveness, design, entertainment and legibility in digital advertising. Penn State Lehigh Valley worked with Jason Wilson, partner at Tri Outdoor, to build a customized campaign, including two live streams from Twitter and Instagram simultaneously.
The campaign showcased live Twitter and Instagram posts highlighting graduates and commencement activities on digital billboards designed by Penn State Lehigh Valley. Twitter and Instagram posts tagged with #psulvgrad were submitted by graduates, friends and family as well as campus faculty and staff, making them part of the commencement conversation across the Lehigh Valley.
The campaign began during the week leading up to commencement with a countdown to the ceremony and used live social media before, during and after the event. Select images and tweets were featured by Penn State Lehigh Valley on Tri Outdoor’s digital billboards on Interstate 78 and Route 22.