Madonna, Madonna,
all across the sky
Pop star's new video will debut on seven digital billboards
By Toni Fitzgerald
Feb 3, 2012
The great promise of digital billboards has always been the ability to deliver timely information with a quick turnaround, and that's the idea behind one of the most ambitious electronic billboard campaigns to date.
Today, Clear Channel will stream the new Madonna video "Give Me All Your Luvin'" across seven billboards worldwide, part of a greater campaign pushing the Material Girl's new album "MDNA" in advance of her halftime performance at Sunday's Super Bowl.
The video will run on billboards in New York City, Las Vegas, London, Paris, Oslo and Helsinki, among other cities, starting at 9 a.m. Eastern.
Earlier this week, the billboards began carrying a digital clock display counting down to today's video premiere, which also informed people where they could watch the video and listen to the new single.
The company's 1,600 other electronic billboards will feature Madonna before and after the premiere as well. Those boards are located in subways, malls, railway stations and bars.
The video premiere will run at the same time as the single's premiere on 95 Top 40 Clear Channel radio stations across the country, which will play "Luvin'" at 9 a.m. and at the top of the hour for the remainder of the day.
Clear Channel will also make the single available on iHeartRadio.com, its online radio site.
The company estimates that 150 million people will be reached by the campaign.
The idea works because it's a smart way to harness the promise of digital billboards. Unlike traditional billboards, their great advantage is that their content can be changed easily and in a timely manner, allowing for a simultaneous premiere in dozens of countries at the exact same time without too much fuss.
The campaign's sheer size will draw lots of attention to the gimmick, and the song will be all but inescapable what with the countdown clock, the before and after footage, and the additional play on the radio.
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