Look Up NY
This week marks the second week of Look Up NY, our innovative social media campaign with TOWN Residential. Stemming from the idea that many of us in New York City go about our daily lives without taking the time to look up and appreciate its fabled skyline, Look Up NY is a reminder to appreciate this monumental city we call home.
The fully-integrated outdoor, digital and social media campaign celebrates New York’s most storied architecture captured by photographer Bob Estremera. Over 90 days, digital ads highlight a new architectural detail each day, directing users to a custom gallery telling the unknown stories of their provenance. Outdoor kiosks are located beneath featured iconic buildings prompting passersby to look up with the hashtag #LookUpNY and link to the campaign site, www.lookupny.com.
Look Up NY is also an invitation for New Yorkers to engage with the campaign, their surroundings and each other by using the hashtag #LookUpNY on Instagram and Twitter. To support the campaign socially, nylmedia conceptualized, designed and developed an innovative social media component housed in the TOWN site and Facebook App. The cornerstone of the social media program is a custom-built map developed using the the Instagram API, Twitter firehose and Google Maps API that plots images uploaded with location coordinates in real-time. Twitter and Instagram uploads without geo-location information are displayed through customized widgets to the right of the map. At the time of posting there are over 596 photos mapped and posted.
At the end of each week, TOWN Residential will feature their favorite #LookUpNY images on their Instagram and Facebook profile culminating in the chance to have their submission and profile featured in a TOWN advertisement in the September issue of New York Magazine. Those who wish to enter the contest without an Instagram or Twitter account are able to participate with a manual submission on the Look Up NY homepage:
Look up, snap a photo and discover New York City from a new perspective with TOWN Residential and nylmedia.