• by OMMA Magazine Writers , August 22, 2011

To promote the upcoming series premiere of The Franchise: A Season with the San Francisco Giants, Showtime reconfigured the popular location-based service Foursquare to dispense baseballs from an out-of-home unit. Not only did consumers receive an official MLB branded ball immediately upon checking-in on Foursquare, but they instantaneously shared the action with their social graph. The unit therefore invented a never-before-seen local, social and mobile advertising platform. By doing so, Showtime changed the way mobile, social and OOH advertising work together with a seamless execution that drove word-of-mouth buzz with a new and groundbreaking activation.