Montreal-based digital signage software developer BroadSign International has partnered with Tint, whose software integrates user-generated content (UCG) into digital out-of-home (DOOH) campaigns, to better facilitate the union of DOOH advertising with social media.

Under the agreement, DOOH media firms using BroadSign's content management system (CMS) will be able to source additional content from major social networks, message apps, review sites and blogs and review it before prominently displaying it on their screens.

Tint worked with BroadSign earlier this year to test the concept with a World Wildlife Fund (WWF) campaign, which encouraged subway passengers in London, England, to declare their support for Earth Hour through Twitter, Facebook, YouTube and Instagram. These messages were then collected, curated and displayed on DOOH displays (pictured).