BlackDog Advertising Reviews & Profile

About BlackDog Advertising

So what do you do when you find a gem like Evelyn Hill?

You make sure people know about it Here’s how we did that

Freedom Rang. We Answered.

BlackDog Advertising collaborated with Evelyn Hill and the National Park Service to promote the #PictureLiberty contest, a monthly photo contest allowing visitors to share memories from their visit to the Statue of Liberty

Through a variety of traditional, online, and social media channels, and by leveraging the large number of guests who consistently visit Lady Liberty, we got history trending in the online space, and we brought awareness to the gift shop and cafe on the island.

The #PictureLiberty contest is a simple concept. Visitors to the Statue of Liberty are asked to take a photo of the iconic national monument, tag #PictureLiberty, and share it with their family and friends on social media.

All of the photos are then automatically entered into public voting on TheStatueofLiberty com and the @evelynhill Facebook page At the end of each month, the photo with the most votes wins! Sounds easy, right? Well, it took some creative thinking to get there

At the inception of this campaign, we faced several challenges First we had to find a hashtag that was unique enough to track our efforts, while still paying homage to Lady Liberty So why not use the hashtag #StatueOfLiberty ? A lot of reasons, actually

We wanted a hashtag that:

Hadn’t been abundantly used
Clearly made reference to the fact that we were conducting a photo contest
Was respectful and honored this great historic monument and
Allowed people to share their OWN representations of freedom It had to be catchy enough to bring attention to the cafe and gift shop while still being something that people would remember and want to use when sharing their experience on the island

After some brainstorming and research, we came up with #PictureLiberty When people around the world “picture liberty,” many think of the Statue of Liberty, standing tall in the Big Apple But our hashtag does not only represent liberty in a metaphorical sense, its literal meaning speaks to photos or pictures of the Statue of Liberty as well

Making The Connection & Going Live

Once we established our hashtag, we still had to find a way to connect #PictureLiberty with the Evelyn Hill brand

We started off by including sponsored messaging in all of our posters and displays The posters were vibrant, easy to read, and the images we used were far from random We created images that showcased some of the unique products and souvenirs available at the gift shop, further reinforcing the connection between the photo campaign and Evelyn Hill

After that, we set up live feeds to project the hashtagged #PictureLiberty photos Through the use of a Google Chromebit, we were able to strategically place these live feeds in the gift shop and cafe People could snap photos of the Statue of Liberty outside, then head inside to view them This allowed them to experience the Crown Cafe and gift shop which they otherwise might have missed out on

Then there was the voting process itself Participants were sent to the TheStatueofLiberty com and the @evelynhill Facebook page in order to cast their vote Once on the Facebook page, they had the opportunity to learn more about Evelyn Hill, and they were encouraged to continue sharing information about the contest with their friends and family Add to that a beautifully-branded logo, and the connection between #PictureLiberty and the Crown cafe and gift shop was now established

Making Our Landmark On Social Media

The campaign went live June 2016, and created an immediate buzz on multiple social media networks including Facebook, Twitter, and Instagram In three short months, 5,000 #PictureLiberty hashtagged photos were entered into public voting with over 25,000 votes cast In addition TheStatueofLiberty com website traffic increased over 220% The campaign is ongoing, and we anticipate continued love and affection for our very own Lady as visitors continue to share how they #PictureLiberty