Rather than creating an out-of-home (OOH) campaign designed to generate social media buzz, travel app Skyscanner did the reverse: It turned an already-viral TikTok moment into a real-world brand experience.

The company recently installed a billboard in the baggage claim area of San Juan's Luis Muñoz Marín International Airport, riffing on the viral "First time in San Juan, mi hijo?" audio created by Pittsburgh comedian Bill Stiteler (@saxboybilly18), which continues to soundtrack vacation videos, travel recaps and Puerto Rico getaways across TikTok.

The billboard greets arriving visitors with the message: "First time in San Juan, mi hijo? Next time, compare flights and save 30% on average."

"The strongest OOH today often doesn't originate as a traditional outdoor idea," André Le Masurier, Skyscanner's global head of brand, told EMARKETER. "It starts as something cultural or social that already has momentum online. Out-of-home then becomes a way to extend that moment into the physical world in a way that feels real, surprising and additive."

Photo credit: Skyscanner

Turning cultural moments into physical experiences

The activation illustrates a broader shift in OOH marketing. Instead of relying on standalone creative to capture attention, brands are increasingly using OOH to extend cultural moments that audiences are already engaging with online.

"It's less about interrupting people and more about continuing something they're already part of," Le Masurier said. "When that happens, OOH stops feeling like traditional advertising and becomes part of an experience itself."

Skyscanner's decision to place the billboard in baggage claim was equally intentional.

"Location was everything," Le Masurier said. "We wanted travelers to experience the message at the exact moment they arrive in San Juan when excitement is at its peak and the trip is shifting from anticipation to reality."

The company viewed baggage claim as one of the few moments in the airport experience when travelers aren't rushing.

"Baggage claim is one of the few true pause points in the journey, where travelers slow down, take in their surroundings and are fully present in the experience," he said. "That made it the perfect canvas."

Why relevance matters more than speed

While many brands race to capitalize on viral moments, Le Masurier said Skyscanner looks for evidence that a trend has become part of culture before investing.

"We started seeing the song gaining more traction and taking on a life beyond the original social media video and that's when we decided to jump on the trend," he said.

• Social media has overtaken more traditional channels as a source of travel inspiration for US Gen Z consumers, according to Skyscanner's latest Travel Trends report.
• Instagram is a top source of travel inspiration for 59% of Gen Zers, followed by YouTube (54%) and TikTok (47%), while films and TV (29%) are less influential.

"For a travel brand, that's especially important because travel decisions are influenced by cultural moments people discover online," Le Masurier said. "When a trend starts shaping how people think about a destination, it creates an opportunity for brands to participate in a way that feels authentic and relevant."

Building for agility before trends emerge

Although trend-driven campaigns often appear spontaneous, Le Masurier said speed depends less on rapid approvals than on organizational alignment before opportunities emerge.

"The key is strong alignment upfront on what we are trying to achieve," he said. "When everyone is clear on the goal from the start, it's easier to move quickly as a team and be agile when a trend emerges."

That preparation also helps brands avoid chasing internet moments that don't fit.

"The biggest challenge is capturing the humor and personality that made the TikTok trend resonate in the first place," Le Masurier said. "Our approach is to lean into a playful, tongue-in-cheek brand voice so the activation feels like a natural extension of the conversation rather than a brand trying to force itself into the moment."

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.