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2011 Out of Home Media Plan Award Winners Announced

Contact: Nicole Hayes
(202) 833-5566
For Immediate Release – December 6, 2011
2011 Out of Home Media Plan Award Winners Announced 
Posterscope USA Takes Home Top Prize for Reebok RealFlex Campaign

(New York) – Posterscope USA was honored with the 2011 Out of Home Media Plan of the Year award today by the Outdoor Advertising Association of America (OAAA). The 2011 Out of Home Media Plan Awards were presented this afternoon at The AD Club of New York’s annual Out of Home Day in New York.

Posterscope USA won the Media Plan of the Year award for its Reebok RealFlex campaign, which used out of home formats and locations based on high reach, high frequency, and proximity to retail locations to educate consumers about the sneaker’s new “Running Buddy” technology.

The campaign also incorporated interactive storefronts that allowed passersby to take pictures of themselves and share via email or post to Facebook. The ten most recent photos migrated to the bottom of the large sneaker in the digital displays, making the individuals “Running Buddies.”

The traditional out of home campaign yielded nearly 60 million impressions in New York and Los Angeles, and the interactive storefronts recorded more than 20,000 pictures taken.

“Consumers can connect with the out of home medium in so many different ways,” said Nancy Fletcher, OAAA president and CEO. “Posterscope USA’s use of both traditional and digital out of home ensured a variety of audiences were both informed and engaged for maximum consumer impact.”

OAAA also awarded six Gold Media Plan Awards and three Silver Media Plan Awards to the following agencies:

- Horizon Media for A&E’s Breakout Kings
- Horizon Media for A&E’s The Glades
- OMG/OMD for Wells Fargo
- Posterscope USA for Reebok RealFlex
- Spark Communications for Montana Office of Tourism
- SWK Partners for AT&T

- MediaVest for TNT’s Falling Skies
- OAG for Dodge Charger & Durago
- OMG/OMD for Intel SmartTV

“More and more we are seeing major brands take advantage of the many interactive formats out of home offers, and as evidenced in today’s winning campaigns, agencies continue to find creative and exciting ways to reach consumers using those formats,” said Stephen Freitas, OAAA chief marketing officer.

For more details about all winners of the 2011 Out of Home Media Plan Awards, as well as campaign photos, please contact Nicole Hayes at
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OAAA is the trade association for the more than 800 outdoor advertising companies that make up more than 90 percent of the industry’s revenue. For 120 years, the association has been dedicated to leading and uniting a responsible outdoor advertising industry that is committed to serving the needs of advertisers, consumers, and communities. Outdoor advertising companies generate $6.1 billion annually in ad revenues and donate space to charitable organizations in excess of $400 million each year. For more information, please visit


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