According to a report by Media Life, Stripes was looking for a way to broadcast its tweets beyond its nearly 1,000 followers on Twitter. The company's Firehouse Agency thought a good way to do it would be to publicize the positive feedback Stripes had gotten for its tacos on Twitter, letting its customers essentially become its copywriters [image-nocss] by putting those tweets up on digital billboards.
Working with Lamar Advertising, Firehouse combined two of the hottest areas of media right now, said the report, social and digital outdoor.
"The agency monitors any conversation happening on Twitter about @stripesstores and their tacos," Lamar digital strategist Ian Dallimore told the publication. "The tweets are then sent to Lamar's data feed manager, where the tweets are filtered and stream live to the digital billboard."
Eight billboards across Texas are running the campaign, the report said. The campaign, which will run through March 3, uses Lamar's iSpot technology, which allows billboards to include live data feeds.
The billboards are in six markets: Corpus Christi, Brownsville/Rio Grande Valley, Laredo, Lubbock, Midland/Odessa and San Angelo, Texas.
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Corpus Christi, Texas-based Susser is a third-generation, family-led business that operates more than 520 c-stores in Texas, New Mexico and Oklahoma under the Stripes and Town & Country banners. Restaurant service is available in more than 300 of its stores, primarily under the proprietary Laredo Taco Co. and Country Cookin' brands. The company also supplies branded motor fuel to approximately 380 independent dealers through its wholesale fuel division.
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