By ALLISSA KLINE
akline@bizjournals.com | 716-541-1612

Another digital billboard advertisement campaign is around the corner for Freed Maxick & Battaglia CPAs PC.

The downtown Buffalo accounting firm has launched its second interactive marketing initiative. The advertisement will appear for four weeks on the digital billboard visible to traffic driving into the city on Route 33/Kensington Expressway. It will run again in October, both locally and in Rochester.

Late last year, the firm rolled out its first digital billboard campaign along the I-190 inbound near the Smith Street exit. Messages appeared in real time via the firm's Twitter account and directed viewers to visit the firm's Web page. It kept track of the number of new Twitter followers it generated during the campaign.

This year, the firm plans to increase the community-interaction aspect by connecting the billboard to the firm's Facebook account. It will give "shout outs" to local and regional events, encourage viewers to check out the Facebook account and promote Buffalo Niagara 360, a networking organization for professionals.

"The big picture is that we will use our digital billboard to communicate the fact that our firm is deeply rooted in the Western New York community and actively supports it," spokesperson Emily Alexandria Burns said. "We hope to start an interesting digital dialogue on Facebook with wall posts and also experience increased interaction with new Facebook friends online."

The firm did not say how much it is spending on the digital billboard campaign. It uses a mix of media to market itself, including traditional print materials, but lately it has focused on social media tools. Next up for the firm is a recruiting Web site to attract job candidates, Burns said.