Eyeview and G/O Digital have brought a personalized and hyperlocal flavor to the Go Local Awards with their program to help appliance retailer Conn’s use video to distribute its local circular content. The awards, co-presented by BIA/Kelsey and Balihoo, showcase innovation in national to local digital marketing.

Eyeview Sales Director Ben Flaccus walked us through the program. Conn’s key challenge was finding a robust way to deliver its weekly circulars in an era of declining print newspaper circulation.

“We were able to combine the wealth of data that exists within online circular environment — in this case through G/O Digital’s ShopLocal circular warehouse — with the most powerful medium for delivering messaging, which is video,” Flaccus said.

The Go Local Award winners will be announced this week at BIA/Kelsey’s Leading in Local: The National Impact conference in Atlanta.

Watch this video to learn more about the program, how it worked and the results it produced.

The post Looking Ahead to Atlanta: Eyeview Goes Granular with Video appeared first on BIA/Kelsey - Local Media Watch.

Eventful, the latest Go Local Awards finalist to be featured here, borrowed a technique often used for film trailers to promote a new TV show, Fox’s “Sleepy Hollow,” with tremendous results. The program used digital media to created a competition among cities for which would get to host a preview of the new show.

Eventful’s Holly Anderson shared some of the campaign’s results — 30,000 participants, 18 million social impressions, 1 million trailer views and 35 million digital media impressions.

“And 31 percent of the 30,000 participants shared their voting on Facebook and Twitter,” Anderson said.

Anderson said campaigns like this work well for higher-engagement type films and TV shows — think comedy, scifi and horror. One event derived from the campaign drew 4,000 people to view a screening in a cemetery. And yes, the Headless Horseman was in attendance.

The Go Local Awards winners will be announced next week at BIA/Kelsey’s Leading in Local: The National Impact conference in Atlanta.

Watch this video to learn more about Eventful’s finalist entry in the Go Local Awards.

The post Looking Ahead to Atlanta: Eventful Helps “Sleepy Hollow” Go Viral appeared first on BIA/Kelsey - Local Media Watch.

Eventful, the latest Go Local Awards finalist to be featured here, borrowed a technique often used for film trailers to promote a new TV show, Fox’s “Sleepy Hollow,” with tremendous results. The program used digital media to created a competition among cities for which would get to host a preview of the new show.

Eventful’s Holly Anderson shared some of the campaign’s results — 30,000 participants, 18 million social impressions, 1 million trailer views and 35 million digital media impressions.

“And 31 percent of the 30,000 participants shared their voting on Facebook and Twitter,” Anderson said.

Anderson said campaigns like this work well for higher-engagement type films and TV shows — think comedy, scifi and horror. One event derived from the campaign drew 4,000 people to view a screening in a cemetery. And yes, the Headless Horseman was in attendance.

The Go Local Awards winners will be announced next week at BIA/Kelsey’s Leading in Local: The National Impact conference in Atlanta.

Watch this video to learn more about Eventful’s finalist entry in the Go Local Awards.

The post Looking Ahead to Atlanta: Eventful Helps "Sleepy Hollow" Go Viral appeared first on BIA/Kelsey - Local Media Watch.

AAA Carolinas faced a unique challenge in building a strong digital footprint to reach its members. The way AAA works meant that the Carolinas club cannot advertise outside its geographic boundaries, lest it step on a neighboring club’s toes. AAA Carolinas serves members in North and South Carolina.

“This was a huge issue for us,” said Heather McBrien, AAA Carolinas’ digital marketing manager. “Our digital footprint was so small that we decided, OK, we have to reach people where they are, so everything is at their fingertips.”

AAA Carolinas worked with Placeable to create locator pages for all of AAA Carolinas’ storefront locations as well as individual travel, insurance and car care agents. These pages enabled consumers (desktop and mobile) to get quotes, contact agents and so on.

The outcome?

“We almost quadrupled our digital footprint,” McBrien said. “It was so impressive than in the first few months when they gave me the analytics…I questioned them and said, ‘Are these for real?'”

AAA Carolinas is a finalist in the “Strategic Use of Digital Marketing” category for BIA/Kelsey’s Go Local Awards. Award winners will be announced at the end of Day 2 at BIA/Kelsey’s Leading in Local: The National Impact, May 7-9 in Atlanta. The awards program is sponsored by Balihoo.

Click on this video link to hear McBrien talk more about the locator pages program and the results it produced.

The post Looking Ahead to Atlanta: AAA Builds its Digital Footprint appeared first on BIA/Kelsey - Local Media Watch.

Every day Manhattan’s roughly 1.6 million population expands by another 4 million, as workers and tourists flood onto the island to trade bonds, shop or take in a show.

Golocal Awards finalist xAd helped the Broadway musical Mamma Mia attack the huge opportunity these day trippers represent by developing a place-based targeting campaign aimed at reaching visitors based on their location and intent to drive them to spend an evening dancing away to an ABBA-themed Broadway hit. The Golocal Awards are designed to showcase innovation in local marketing strategies for national brands.

We spoke earlier today with Therran Oliphant, xAd’s director of platform marketing. He walked us through what the program was trying to achieve and how xAd brought some of its unique assets to bear to make it happen.

Check out this video to hear Oliphant talk about xAd’s “Mobile Shines Bright on Broadway” program, a finalist in the “Strategic Use of Digital Marketing” category. The Golocal finalists will be showcased at the end of Day 2 at BIA/Kelsey’s “Leading in Local: The National Impact” conference, May 7-9 in Atlanta.

The post Looking Ahead to Atlanta: xAd Brings Mobile Ad Tech to Broadway appeared first on BIA/Kelsey - Local Media Watch.