Viacom Outdoor Targets Mobile Users On The Underground
Viacom Outdoor is claiming a marketing first with the launch of an innovative campaign designed to encourage mobile phone users to interact with billboards on the London Underground.
The special billboards employ the latest ‘Hypertag’ advertising technology, which incorporates sensors that are activated when a consumer directs the infra red function of their mobile towards a poster.
The posters are able to interact with mobile phones and can transmit information direct to the user’s handset in a way that avoids the costs incurred with text message advertising. The new format also requires consumers to instigate the process meaning their privacy is not intruded.
The billboards are currently being used by Proctor & Gamble’s beauty brand Aussie haircare, enabling viewers to download a ‘lucky number’ to their phone and enter a competition to win a holiday to Australia. Numbers of interactions can be accurately measured and provide further accountability to advertisers.
The campaign was planned by ZenithOptimedia’s Chris Pyne, who said: “As soon as we heard that this technology was available, we knew it would be perfect for the Aussie woman. From a media point of view, the fact that we can measure the actual number of downloads from each individual 6 sheet, brings us closer to measuring true ROI on posters than has ever been possible before.”
Jon Lewen, business development manager at Viacom Outdoor, added: “It’s great to push the boundaries and open up brand new opportunities for advertisers on the Underground. New technological advancements give the campaign great standout. Tube users will certainly get a buzz out of using their phones underground – something that hasn’t been possible until now.”
Earlier this month Viacom employed another new technology, this time illuminating London buses to promote the DVD release of Love Actually. The new technology allows paper-thin posters to be lit, fade and flash using power generated by the bus itself (see Outdoor Advertising Is Booming On The Buses).
Viacom Outdoor: 020 7478 5240 www.viacom-outdoor.co.uk
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