In the lead up to the new year and their new movie, Warner Bros. booked an engaging outdoor advertising campaign with JCDecaux Netherlands that harnessed the power of social media.  
  To promote the movie, New Year's Eve, passers by were invited to take a photo of themselves and share it with their Facebook friends or via email. This creative idea lent itself to their campaign well, because the movie's artwork comprised of thumbnail 'profile' images of the many actors and actresses.  
  The campaign ran for a week across fully wrapped bus shelters in Amsterdam, Utrecht & The Hague.  
  It is a great example of how the outdoor and online environments can work in conjunction in order to further the reach and effectiveness of a campaign.