Problem How do you keep momentum going to get a television star back on television? Solution Combine the flexible nature of digital billboards with social networking sites to maintain an audience. Background On January 21st, NBC announced that Jay Leno would re- place Conan O’Brien as host of The Tonight Show. Conan O’Brien was legally prohibited from appearing on television. Objective A little over a month later, Conan took to the social networking site Twitter and posted his first tweet on February 24th, showing the world he can still make us laugh, with or without television. Taking notice of Conan’s dillema, an outdoor company wanted to highlight Conan’s tweets until he could find another home on television. Strategy A creative image and a micro-site, www.aplaceforconan.co

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