Above is one of the digital billboards showingattendees in real time at Bronco Bash.

The $453 million Consumers Credit Union helped put a communitycelebration in the spotlight last week by partnering with anoutdoor digital signage company to stream live photos fromWestern Michigan University's 2013 Bronco Bash, an annualback-to-school festival open to the Kalamazoo, Mich.,community.

The Sept. 13 festival featured games, live music, otherentertainment and the opportunity to learn about local businessesand organizations. An estimated 20,000 people attended this year'sBronco Bash, including 400 student organizations, universitydepartments and local businesses, the credit union said.

As in past years, the 52,000-member Consumers brought its educational Cash Car toBronco Bash and invited visitors to answer financial triviaquestions to win various prizes. This year included a new twist:Visitors to the Cash Car had the added opportunity of appearing onAdams Outdoors' digital billboards throughout the Kalamazooarea.

Billboards were updated via live stream throughout the event.People who appeared in the photos were invited to visit ConsumersCredit Union's Facebook page following the event to view and sharethe billboard images.

More than 100 people participated in the photo fun and thecredit union posted about 50 pictures (mostly groups of two orthree students) on the digital billboards during the four-hourevent, the credit union said, and the photos were a popular topicon Consumer's Facebook page.

“We've been participating in Western's Bronco Bash for years,and we were so excited this year to be able to welcome new andreturning students with live billboards and share that with theKalamazoo community,” said Lynne Jarman-Johnson, the credit union'sCMO.

She said the credit union staff enjoyed the immediateinteraction with WMU students and plan to bring the digitalbillboard concept to future community events.

“Our community takes pride in WMU—many alumni stay in Kalamazoo,and in fact, we have many Western grads on our staff—and we enjoyedcelebrating that community connection,” Jarman-Johnson added.