Brands are now encouraging social media interaction through Out-of-Home (OOH) advertising with things like, ‘instagrammable billboards’ and Digital OOH signs. The campaigns become art installations that represent an advertisement rather than blatant advertising itself. They often encourage passersby to stop, stare, engage with, and take pictures of, whatever the campaign displays, which usually ends in social media sharing. The consumer then becomes the vehicle through which the advertisement is being distributed and promoted, essentially making the consumer the ambassador of the brand. OOH advertising as a social media tool has become quite the trend lately and has proven to be cost-effective and worthwhile for advertisers to invest in.