City Foundry STL

How about a 15-acre modern public market in Midtown St. Louis full of restaurants like Crop Circle, where you can eat “hyper-local country fare” and entertainment venues like Alamo Drafthouse Cinema, a movie theatre where you can drink craft beer at your seat? Want to go? This $8 billion investment is called City Foundry STL, and it will be finished in 2020. Ramping up for a project this massive and groundbreaking required the most insightful and potent advertising method available, so the innovative group of developers, planners and marketers behind City Foundry STL decided to team up with another progressive group of thinkers, the mobile advertising experts at DDI Mobile, to complement their billboard ads above the foundry along Interstate 64.

The campaign that DDI ran for City Foundry STL lasted a month and displayed over 370,000 3D Cube mobile ads to motorists that passed their billboard. These six-sided creative graphics hovered within content that people already read or interacted with on their smartphone or tablet after they were safely off the road. As the audience was reading an article on the CNN or KMOV apps, playing a game on Words With Friends, or managing their fantasy team on Draft Kings, these captivating cubes were rotating and revealing six unique branded messages about the city’s most transformative development in years.

This dramatic moving display ad drove a click-through rate that was about five times higher than the average mobile campaign, meaning the people that saw this ad were about five times more likely to click on the rotating cube than they would have a normal static banner display ad.

After the campaign had ran, and the motorists were served ads, the team at DDI was able to report on that audience by engagement, breaking out factors like age, gender, device manufacturer and category of app they were using at the time the cube was delivered.

Perhaps the most useful feature of the reporting from DDI was the heat map of engagement. The marketers at City Foundry STL could see where this campaign’s audience lived. Along with the map, came a chart where each zip code that showed engagement was broken out by percentage of audience that lives there. The key takeaway that the team at DDI Mobile gleaned from this campaign reinforced their tried-and-true “1+1=3” philosophy which means that the results from a combination campaign of mobile and billboard advertising exceeds the performance of most stand-alone mobile campaigns.

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