Viacom launches Bluetooth-enabled Tube poster network
16 January 2006 11:10
Channel 4 first client to use itChannel 4 has become the first advertiser to exploit a new permanent network of Bluetooth-enabled poster sites on the London Underground.
Viacom Outdoor has embedded Bluetooth 'jacks' into 15 six-sheet poster sites located in various zone one stations.
The broadcaster will be using them to promote its documentary channel FourDocs. Commuters in the vicinity of one of the sites will be able to download and watch short documentaries on their mobile handset.
The campaign is also designed to drive traffic to the FourDocs website.
Nicky Cheshire, sales director of impact, Viacom Outdoor, said: "We're delighted to have Channel 4 as our launch partner for the Bluetooth network of posters. By using our Bluetooth platform Channel 4 has embraced a unique opportunity to interact with an audience hungry for content. We are confident that the Bluetooth network will be welcomed by London commuters and will therefore offer our clients a new and compelling way of engaging with consumers on the move."
James Davies, board director, Posterscope, the specialist outdoor agency which planned the campaign, said: "Out of home is a rapidly evolving medium especially with regard to interactive opportunities and Channel 4 recognises the benefits of engaging rather than simply interrupting consumers. The key to success is providing high value content to people when they are in a receptive mindset and the combination of Channel 4's mini-documentaries and Viacom Outdoor's Bluetooth product launch is a great one."
The FourDocs campaign goes live on 16 January and runs for two weeks. The media campaign, planned by OMD UK and Michaelides & Bednash, will be supported by other standard poster sites on the London Underground.
By Graham Hayday
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