Google collaborated with location-based experiences platform Landmrk to come up with an interactive billboard campaign as they launched an original four-part document series about popular pop singer Ariana Grande. The innovative campaign combined OOH advertising with a smartphone activation that provided free content to the pop singer’s followers as it urged them to visit specially selected billboards throughout the U.S. and Canada. Mobile users who could scan the “Ariana Grande: Dangerous Woman Diaries” billboards with a smartphone got access to digital content such as wallpapers for their phone. Moreover, this particular Google campaign highlighted how strategy can support digital content.