Alice Cooper blogging for The Huffington Post UK.

Conversations Start Here is the HuffPost’s brand promise. We started conversations on the tube.

Media technology was harnessed - and in some cases specially built - to create new “screen gateways” to connect commuters with HuffPost

We targeted commuter’s mobile screens by striking a partnership with Virgin Mobile Wi-fi’s newly installed service across the tube. HuffPost served exclusive news splash pages to EVERY mobile user on the Tube.

Digital video projection screens, with dynamic, live-feed connections were designed and built. This allowed content and comments from relevant, topical & provocative blogs to be fed through in real-time. This led to further comment from mobile users.

Digital video panels across the Underground were taken over to showcase the range of famous faces, who write for HuffPost. Creative was timed for when they uploaded a new blog to the site. 30+ creatives ran including Alice Cooper, Cherie Blair, Sir Richard Branson, Sir Martin Sorrell and more.

Across 2012, HuffPost leapt from 10th to 5th in the UK market. Modelling showed tube investment x3 more effective than other communications.

Leap (+11%) in site usage by key commuter audiences. Dwell time 6 minutes+ (200% greater than average) with greater propensity to comment and share content.

Over 2m+ commuters reached: leaps in brand awareness from 39% to 53%.

400k+ (UVs) were served HuffPost content mobile devices. (70% of these via Apple devices: valuable urban users).

Huge brand recognition for those exposed to Underground activity (54% vs 4% control). 34% more likely to consider HuffPost to be “innovative", “cool”, “social”.