The photo above shows Arianna Huffington, President and Editor-in-Chief of the Huffington Post Media Group with Carla Buzasi, Editor-in-Chief of Huffington Post UK. They’re at Charing Cross Station, London, tweeting to a LocaModa-enabled screen, running a real-time place-based social media campaign for the launch of Huffington Post UK.

I didn’t realize until last week that traditional street hoardings in UK are not familiar things to folks on this side of the pond. The memory of a guy with ink-stained fingers shouting something completely unintelligible to commuters is all part of British daily life. So I was really happy that LocaModa was asked to develop a place-based social media version of a newspaper street hoarding for Huffington’s Post’s UK launch this week.

The creative, like its traditional counterpart, features a live bold headline which grabs attention, and a moderated real-time tweet, hashtagged #HuffPostUK which helps emphasize the new media chops of the brand, as well as suggest to the viewer that this “poster” isn’t what it might first appear to be.

I’m not sure if I’m allowed to mention all the players involved in this campaign - but I would like to thank them all for the excellent team work, especially as much of the back-room work was unfolding during the July 4th weekend over here.

The campaign is running prominently in major train stations all over the UK. Another trip down memory lane for me as I used to commute to Waterloo Station every day when I was at Symbian and Paddington Station (where the bear comes from) is over the road from St Mary’s Hospital where I was born. Keeping it real.

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