A Valentine's Day tweet is
displayed on a billboard next to Interstate 94 just west of
Highway JJ bridge.
Love is in the air in Waukesha County, or at least it’s on
select digital billboards.
Haack Diamonds is partnering with Clear Channel Outdoors
this weekend to spread the love and play cupid for
sweethearts in Waukesha and Milwaukee counties.
we’re trying to do,” David Ford, president and general
manager of Clear Channel Outdoor Milwaukee, said, “we
partnered with Robert Haack, asking people to go to
twitter and send a message to their sweetheart for
Valentine’s Day. Basically, any tweet sent comes through
to the branch, and we hook it up with 20 local boards.”
on Twitter (“tweets”) with the hashtag #MKEValentine
will be displayed on digital billboards throughout the
metro-Milwaukee area, including one in Pewaukee.
said they tried this interactive concept out last
Valentine’s Day for the first time.
venturing into a lot of new products and things that are
taking us into the future of advertising,” he said.
“With a large presence of digital billboards, we can do
lots of things: live news updates, things that are very
immediate, very contemporary.”
Introducing social media into the mix was a no-brainer.
Ford says it helps both Clear Channel and its
advertisers look relevant and current.
“Dozens of tweets go up during rush hour in the morning
and as you hit lunch hours and the afternoon drive,” he
said. “It’s the cycle you’d expect with traffic
the past year of running similar campaigns, like the one
currently going with Robert Haack, Ford says he’s seen
hundreds of tweets go up - and he’ll even be sending his
own message this time around.
Eulberg, the owner of Robert Haack Diamonds, first tried
this interactive advertising concept out for Veterans
Day last November.
Channel knows I want to do something different,
something that’s never been done before,” he said.
the good feedback from that initial campaign, Eulberg
ran a similar campaign over Christmas - and now this one
for Valentine’s Day.
not out to make a killing on the billboard,” he said.
“We got the word out, it’s about ‘Hey listen, instead of
getting her flowers that will die, or chocolates that
could have her eating them and then thinking oh I look
fat now, how about something that will last forever?’
Jewelry is not going to get old, it’s going to last
emphasizes that you don’t have to spend a lot of money
on jewelry either (pieces can be found for as little as
$30), but it’s a way - like seeing the message on the
billboard - that these memories will last forever.
who’ve shared their love via social media will get a
tweet back from Clear Channel Outdoor (at the handle @CCOMilwaukee)
with a promotional message from Robert Haack Diamonds
and an attached image of their individual tweet.
who take part in the promotion will discover 25 to 50
percent off sales at Robert Haack Diamonds through
Valentine’s Day this Saturday. The diamond and jewelry
dealer opened its doors in 1947.
Eulberg hasn’t seen anyone in the stores mention the
billboards yet, he’s confident the campaign will grow
gotta remember, guys don’t get anything until the day
of,” he said.
promotion runs through Saturday.