ATT’s digital out of home presence at pop star Demi Lovato’s summer tour was really my first major launch at my newest gig. We gave concert goers (and online participants) the opportunity to text or email messages and pictures to screens at the show, then provided them with a “playback” viewing of all the messages at that show. Users could go online after a concert and see a virtual replay of the DOOH screen. They could then capture the screen as an image and post it to Facebook.

Turns out 12-18 year old girls love to text. Who knew?

This campaign, one of Loca’s most successful in terms of user numbers, is a great example of engaging an otherwise bored [albeit captive] audience. AT&T had hundreds of eye balls staring at their brand; and by the end of the campaign their brand was on thousands of handsets (in the form of mobile text-backs).

CEO Stephen Randall was at the Boston show to capture the excitement users get by sending a message and seeing themselves up on a huge screen. The “Vanity Play” if you will:

Extremely simple solution that took me a bit to track down, simply because there were no explicit use cases coming up in my searches:

Pulling Images From TwitPic Related Tweets [via Nerdery]:

TwitPic Tweet: joespinelliLooking good so far http://twitpic.com/bvltx

TwitPic Image: http://twitpic.com/show/full/bvltx.jpg

TwitPic Tweet: [@joespinelli] Looking good so far http://twitpic.com/bvltx

TwitPic Image: http://twitpic.com/show/full/bvltx.jpg

Pulling Images From yFrog Related Tweets [via Image Shack]:

yFrog Tweet: [@studionumber9] 92 in my kitchen at 7:30 pm is too hot. http://yfrog.com/59ecwqj

yFrog Image: http://yfrog.com/59ecwqj:iphone [use iPhone no matter what platform this is used on]