“Promposals” Go Big (On a Digital Scale)

For those of us who are no longer in high school (which I’m going to guess is all of you reading) you may not know that asking someone to prom has recently become a really big deal. Not surprisingly, digital outdoor advertising is a perfect way to make that ask. It’s bold, easily programmable with the right message and makes an impression.

Remember when the prom ask was a quick question at your locker, or a phone call to your home? Those days are gone. The ability to quickly share a prom proposal (or promposal) on social media with photos and posts has encouraged would-be prom attendees to up their game. High schoolers, male and female alike, are looking for that creative and noticeable way to surprise a potential prom date.

Last month, Jed Renfroe, from Renfroe Outdoor (www.renfroeoutdoor.com) needed to accommodate a special last-minute request. Renfroe’s son wanted to use one of his dad's digital boards to ask his girlfriend to the prom.  The only problem was that the “ask” needed to be done right away, and Renfroe’s ad designer was unavailable. Renfroe contacted Spencer Gross, a project specialist with Watchfire’s Digital Support Group. Spencer created an appropriate piece of content and used Ignite OA to immediately add the content to the playlist of a board designated by Jed Renfroe.   All of those efforts paid off when his son’s girlfriend said “yes.”

Even the digital billboard at Watchfire’s own headquarters has gotten into the promposal trend. Just two weeks ago, the relative of a Watchfire employee used the 19mm billboard outside our front door to ask a fellow student at Westville High School to prom. We’re told that it resulted in another positive response.

The dynamic nature of a digital billboard, and all digital outdoor advertising, is perfect for displaying the kind of content that engages individuals and communities. While advertising products and services is important – it’s the life blood of those businesses who invest in digital outdoor – digital also provides opportunities for enhancing our communities and the lives of those in it.

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