The Guerrilla Out-of-Home Campaign Shows Coca-Cola, Spotify, Nike and Others How AI Can Help Them Monitor Social Better
Archive, an AI-first, influencer-marketing platform that manages and tracks social campaigns for brands like Amazon, Allbirds, and Meta, is breaking out of the digital dimension and into the real world with a cheeky, out-of-home activation, using Times Square and other NYC locations to playfully prompt brands like Spotify, Louis Vuitton, Nike and Coca-Cola to consider its services.
Archive recently debuted a contextual, AI-powered out-of-home (OOH) campaign in New York City, hijacking high-profile billboards and measuring brand campaigns, including untagged UGC, in real-time with their own live stats. One mobile billboard, strategically positioned under Spotify’s billboard in Times Square, delivered a cheeky message: “Congrats @spotify, Wrapped is out! Let’s track it on social – live.
And another directed at Coca-Cola: “Hey @cocacola, love this campaign. Let’s track it on social – live.”
“This campaign is pure mischief, hijacking multimillion-dollar media to speak directly to the people who care the most about these ads—the marketers behind them,” said creative consultant Daniel Barak. “Archive is showing brands the future of AI-powered, real-time social reporting on their own work, in the most public of places.”
Designed to capitalize on a viral moment, Archive’s campaign stopped marketers in their tracks, challenging them to rethink how they monitor influencer content. The contextually placed Archive digital OOH are getting noticed by marketers.
“Seeing your work on a Nike x Google Shopping billboard is a major win, but every marketer knows how challenging accurately tracking social and influencer campaigns can be,” Kate Ruda, NA Women’s Brand Marketing Lead at Nike. “Archive’s OOH stunt was such a powerful way to cut through the noise, highlight their unique value proposition and get a brand’s attention.”
“At Archive, we’re redefining what it means to be a SaaS company,” said Archive’s Co-Founder and CEO Paul Benigeri. “We are inspired by the brands and influencers that we work with. Their creativity and boldness push us to think bigger, act faster and embrace unconventional ideas. Our OOH campaign speaks directly to brands in a way that’s fun.”
Through Archive’s proprietary AI, brands can work with 100,000-plus influencers simultaneously and run full activations. Its tech can sort through 5 million short-form videos on average per day.
Archive’s OOH takeover sparked conversations on the ground and online. Passers-by were drawn to the clever messaging and live social media feed, and marketing influencers were already buzzing about the campaign on LinkedIn.
The activation, which is being used to launch Archive’s new Campaign Dashboard feature, highlights a real pain point for marketers: tracking influencer content is time-consuming, often manual, and prone to gaps. Archive’s AI brand detection changes the game, offering real-time tracking of both expected endorsements and user-generated content, even analyzing every second of short-form video to identify brand mentions—no tags needed.
Combining Archive’s AI capabilities with Times Square’s traditional OOH format, this campaign transforms Archive’s approach from a straightforward B2B strategy to a B2B2C activation. Archive is planning more OOH activations and recently signed a global beauty brand to its roster.