Tostitos' new party bag knows when you've been drinking and will even call you an Uber

The Tostitos brand has made a limited-edition “Party Safe” bag that can tell when you’ve been drinking, and will help you get home safely from that Super Bowl party.

The special bag, created by Goodby Silverstein & Partners, comes equipped with a sensor connected to a microcontroller calibrated to detect small traces of alcohol on a person’s breath. If any alcohol is detected, the sensor turns red and forms the image of a steering wheel, along with an Uber code and a “Don’t drink and drive” message.

The bag also uses near-field communication (NFC) technology, allowing fans to tap the bag with their phone to call a ride. With Uber and Mothers Against Drunk Driving, Tostitos will offer partygoers $10 off their Uber ride during and after the Feb. 5 game.

It’s not quite as cool as a Breathalyzer type device, which could warn you if you’ve had too much booze, rather than any at all. (You figure you’d already know the answer to the latter.) But it’s a neat party gimmick that should get people talking—and getting in more Ubers.

“We’re proud to introduce to the world the first bag of chips that gets you home safe,” says Roger Baran, a Goodby Silverstein & Partners creative director. “For a football fan, there is a lot of emotion involved with a game. It’s easy to drink more than you planned. And a lot of times all you need to stop short of driving after drinking is a friend who calls you off. On Sunday of the big game, we want Tostitos to be that friend.”

“We designed the technology and the bag from the ground up and then had to scale it,” adds Sam Luchini, also a GS&P creative director. “It had to function as a beautiful bag and also like an alcohol detector. It was form and function together.”

“Our goal is to remove 25,000 cars from the roads that Sunday evening,” says Jennifer Saenz, Frito-Lay’s chief marketing officer. “Whether watching the big game at a friend’s house or at a local bar, a safe ride home is just a few easy taps away. By simply entering a participating Tostitos UPC code in the Uber app, fans nationwide can receive $10 off an Uber ride.”

In 2015, 45 people were killed in drunk driving crashes on Super Bowl Sunday, which was nearly half of all traffic fatalities that day, according to the National Highway Traffic Safety Administration.

“Having a good time and being safe go hand in hand,” says Delanie Walker, tight end for the Tennessee Titans and a MADD volunteer, whose aunt and uncle were killed by a drunk driver following the 2013 Super Bowl, in which Walker played. “Drunk driving is 100 percent preventable. Thanks to Tostitos and Uber, it’s easier than ever to make a safe choice if your plans include alcohol.”

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Via: Ad Week

Proximity Marketing on the Radar for ‘99% of UK Brands

Just 1% of brands in the UK are not contemplating an investment in proximity marketing through trials of technology like iBeacons and NFC, according to a new study. PerformanceIN has overseen a number of examinations of location-based targeting over the last year, and new research on 500 companies across the retail, hospitality and leisure industries shows that nearly all (99%) have considered this as a possible inclusion for their marketing plans. Airspace, the study’s commissioner, said that 22% of the group were looking to invest in the next three months, with an additional 57% plotting this to come within three to six months. Money could be an object to their ambitions, however. Larger companies – with 3000 employees or more – were more likely to have an investment lined up within the next six months than smaller companies – with between 500-1000 employees – when comparing response rates of 77% and 71% respectively.
Retailers lead the pack Previous demonstrations of proximity marketing have focused mainly on applications for retailers and shopping centres. US department store Macy’s announced last year that it would be rolling out iBeacon devices to all of its stores nationwide following trials in San Francisco and New York. Airspace found retailer adoption for location-based targeting to be at a similar level in the UK, as 80% of brands were planning an investment by June of this year. Furthermore, with just 2% of the group failing to put a time scale on their planned adoption, a degree of accuracy could be taken from the findings. As the stats revealed, three to six months is still the preferred target.
Known benefits Airspace was also able to provide reasons as to why so many companies are viewing proximity marketing as a priority for 2015. The ability to push out deals to customers was of high importance (68%), with similar levels of response coming in very similar areas – such as distributing special offers (56%), vouchers (50%) and giveaways (47%).

Airspace stressed that while these were important qualities, proximity can play a part in a much wider range of roles within a selected environment. “For the visiting customer, benefits don’t just come in the form of deals or offers or extra content, but from the improved store layouts or extra staff that the in-store analytics might have brought into play,” notes in the study read. “For the locations, whether it’s a chain of 600 cafes or a single football stadium, the technology is going to help them learn more about what we as visitors want, how we like to ‘be’ in-store and ultimately what will make us convert a visit into a purchase. Becoming more loyal to the brand in the process.” Ian Malone, CEO at Airspace, added: “This research neatly matches our own conversations with high street retailers and other high footfall locations, who feel they need to act now. “Brands that utilise proximity marketing to deliver relevant, contextual messages will see an upturn in conversion rates and arguably more loyal customers. Even the brands that use the technology simply to understand their customers better will gain a competitive advantage over those without access to the rich data and insights delivered by proximity networks.”
Via: INside Performance Advertising

Apple Pay: Narrowing the Gap Between Posters and Purchase

As Apple launches its latest range of devices, James Davies, chief strategy officer at Posterscope, says the out-of-home sector has a lot to be excited about.
Around the world, millions of people waited with bated breath on Tuesday night for the unveiling of Apple’s latest suite of potentially game-changing innovations. With a new 4.7 inch iPhone 6, 5.5 inch iPhone 6 Plus and the hotly anticipated Apple Watch announced, fans were not left disappointed and neither was the out-of-home (OOH) industry.
Both the iPhone 6 and iPhone 6 Plus offer Apple Pay, an NFC-enabled mobile payments system that allows owners to upload their credit and debit card details to Apple’s Passbook app and then use their phones as mobile wallets.
Not only does this make paying for goods while in-store a simple matter of holding your phone up to a card reader while pressing the Touch ID button, but it makes shopping on a mobile device far quicker and easier. It will bring a whole new level of mobility to mobile payments as it removes the need to register for websites or spend time filling in lengthy payment forms.
Instead, all of the necessary payment information will be stored in the Passbook app and making a purchase will be a simple matter of clicking the ‘Apple Pay’ button, meaning shopping while on the move will be a much more efficient and speedy process.
This won’t fundamentally change the way people interact with poster sites, but what it will do is bridge the gap between poster and purchase. Just as iTunes transformed how we bought and listened to music, Apple Pay will revolutionise the way people pay.
Rather than seeing a poster advertising a new pair of shoes for example, searching for it on a mobile device and then registering personal, payment and shipping details, consumers will be able to buy the shoes as soon as they view them on their phone. It will remove the hassle of mobile shopping by effectively turning it into a one-click payment process.
By reducing the friction involved, Apple Pay will narrow the gap between seeing an OOH campaign and making a purchase and that is an exciting prospect for the industry. Not only will the new payments system open up greater opportunities for OOH campaigns to directly influence the purchase decision, but it will also make it easier to track the effectiveness of a particular campaign.
Depending on how Apple opens up the technology it may eventually become possible to use Apple Pay to make direct purchases from OOH sites, however, this will become clearer in the coming weeks as further details of the new system emerge.
Apple isn’t the first to enter the NFC payments market, with names such as Google, ISIS (now called SoftCard), and CurrentC having started to attempt to introduce mobile payments to the masses.
So far uptake has been slow; however, with more than 220,000 US retailers already signed up to roll out Apple Pay technology and 800 million iCloud accounts already in use, Apple is in a strong position to propel a previously niche market into the mainstream.
Even though Apple uptake in the UK isn’t as strong as in the US, with Android dominating around 60% of the UK smartphone market, it won’t be long before we see the “Apple effect” take hold of mobile payments and open up new opportunities for the OOH industry.
Although Apple’s latest unveiling may not have provided all the answers the OOH industry was looking for, it has certainly raised some interesting questions around the impact of mobile payments on OOH campaigns.
As more details emerge of Apple’s plans to wean the world off its addiction to cash, I look forward to seeing how brands will capitalise on the opportunity to more closely align poster campaigns with sales.
Via: MediaTel

Marketing Magazine's Outdoor Campaign of the Month: StubHub

What was the idea?

Two years on from our successful UK launch, we wanted to develop a campaign that moved beyond simply improving brand awareness. The objective was to actively engage fans with content relevant to them. We also wanted it to reflect our summer campaign of getting gig tickets, not #gigenvy. We needed a dynamic campaign that adapted to users in real time, giving details of entertainment at venues relevant to them. It would also need to stretch across April to August.

What was the media strategy?

To reach fans at the right time with the right content across multiple channels, whether through outdoor, mobile, social, paid search or earned media. That means giving fans or potential fans relevant information in different ways to show them that we are the brand to trust when it comes to selling or buying tickets to the events they love.

How are you using outdoor?

We share a live feed of concerts, focusing on Londoners making decisions at the last minute. The campaign is live Wednesday to Friday, between 4pm and 7pm – critical times for weekend planning and commuter hours with high footfall. It runs on Clear Channel’s Connect Mobile Platform, allowing people to use their smartphones to tap or scan the interactive tags via NFC or QR-code technology. This takes them to a mobile-friendly version of our site where they can buy tickets. This allowed us to be seamlessly integrated while giving fans content that was relevant to them – and at the right time.
The campaign was planned and bought by carat Manchester and Posterscope Manchester
Via: Marketing Magazine

What’s Next for Out of Home?

Roman Greze, MD of Limited Space, discusses what he thinks is next for the Out-of-Home industry.
Out of home (OOH) advertising has made unparalleled leaps in capability and greater creative thinking, it has the power to captivate target consumers to a higher degree. Innovation and technology have raised the stakes in how advertisers deploy OOH to accelerate and amplify online, social and mobile advertising campaigns by allowing consumers to interact and transact with brands.
The potential of OOH lies in its ubiquity to reach consumers where other media don’t go. When layered on top with screen technology like interactive touch screens, near field communications (NFC), and a host of other advanced technologies like geo-targeting and augmented reality, advertisers can interact, to create genuine, two-way brand relationships.
Outdoor drives a better online search uplift than TV in some sectors, showing a 5.5 per cent increase in travel search terms versus 3.5 per cent for TV and a 3 per cent uplift for insurance keywords compared with TV’s 0.6 per cent, claims The Outdoor Media Centre.
Digital and NFC-enabled sites, or those offering free wifi, have made OOH much more responsive and in real-time. The use of interactive displays has allowed OOH campaigns to tie into digital and online campaigns well. Compared to traditional OOH campaigns, using interactive displays on LED screens and other formats allow companies to increase their chance of conversions by promoting more instant interactions with the customer. LED technology is also expected to play a big part in this shift, as it’s great for viewing from long distances; it also allows for interactive capability and will be implemented across different locations from shopping malls to highway billboards.
Twitter is an obvious choice for putting social engagement at the centre of interactivity. During the curling final at the Sochi Winter Olympics, Cadbury Curly Wurly ran a tactical digital campaign with the catchline: “The difference between a curling stone and a Curly Wurly: you don’t let go of a Curly Wurly.” This was broadcast in real time so that drivers could see the image change while listening to the curling final on their car radios.
Weather is a popular theme that carries through some of the most successful campaigns. Land Rover recently launched their #hibernot campaign using digital posters to engage consumers by encouraging people to get out and enjoy all the elements of a British winter. The brand used the OOH element to provide a ‘reward’ for those engaging with the campaign by using their images on the digital outdoor posters. Ford recently ran a ‘thermal geo-targeting’ campaign where the image that appears on screens changes with the temperature and with rain, sleet or snow.
So what’s next for OOH? Apart from interaction and digital displays there are many strategies being applied online that will soon be helping OOH advertising innovate once again. For example, social media platforms such as Foursquare have already begun letting customers check into displays and receive corresponding benefits. This allows for different deals to be given out at different locations, which relates back to targeting. The use of interactive screens will also allow OOH campaigns to seed further into digital and online campaigns as well. Imagine social media contests and check-ins, being combined with displays in places like shopping centres where brands can directly boost spend. This cross-platform marketing would allow for companies to experience a level of interaction with customers and deliver potential for conversion that’s been previously unattainable for a long time.
The quality of technology has helped boost the capability of brands to target consumers through engaging their senses. Digital screen sites, for instance, deliver cinema-quality digital content, a static full screen surround artwork wrap and full zonal sound audio to fully engage with shoppers through multiple stimuli. Ensuring that the location is on the shoppers’ journey is important here too because they’ll already be in the right frame of mind and be more receptive to entertainment. When a watch brand wants to target shoppers, what better place to elicit engagement than with screens in a shopping mall minutes away from an H.M.Samuel or Goldsmiths?
There is a magical gap between what people expect from OOH and what they experience. Consumers now expect a dynamic experience from their smart phones and televisions but when they see an OOH board they expect the same fixed reality. This is where the OOH market is beginning to change. The landscape is the perfect delivery medium for more bespoke and creative experiences and can fully embrace these new technologies in an age where the value of targeting consumers when their senses are open to movements in ads cannot be underestimated.
Via: The Wall Blog

Real-Time Messaging is Fun, But It Can Be So Much More reports Morag Cuddeford-Jones in Marketing Week

The number of digital outdoor sites is growing and many are adding real-time messaging to the mix. What can this deliver brands beyond the wow factor? Morag Cuddeford-Jones, Marketing Week, investigates.

According to the Outdoor Media Centre, 2013 saw digital outdoor revenues of £214m. It only takes a moment standing in London’s Piccadilly Circus to note the impact large digital screens have on passers-by as every one of the 2 million visitors passing through each week is stopped in their tracks by the 205sq m screen featuring animated Coca-Cola advertising. Brands are now adding real-time messaging in an effort to redouble that impact, but is it having the desired effect?
The use of real-time messaging varies widely, from brands capitalising on news events to real-time brand activity. Radio station LBC used digital outdoor ads in last-minute promotions of the debate it broadcast in March between UKIP’s Nigel Farage and deputy prime minister Nick Clegg. Coca-Cola capitalised on Father’s Day by driving social media content to digital out-of-home (DOOH), posting tweets hash tagged #ShareaCoke. Others have used automation to link to events. British Airways deployed tracking technologies to interrupt the creative on digital screens in Piccadilly Circus and Chiswick when one of its planes was overhead.
Merging digital screens with other media is a favourite. Many are in commuter hubs where dwell time is at its highest (an estimated 17 minutes) and several companies have tied out-of-home to experiential marketing. Danone’s flavoured water brand Volvic Juiced ran a touchable digital billboard at Bluewater Shopping Centre, with the campaign live for two weeks. Consumers could touch the screen to ‘crush’ apples that fill a bottle of juice. Players were rewarded with a free juice as well as being entered into competitions for higher value prizes.
In April JCDecaux deployed its Motion@Waterloo screen to broadcast video from a Lurpak cooking event using the brand’s new Cook’s Range, planned and booked by Posterscope and Carat. Chefs such as Valentine Warner cooked at the zone and the food was handed out to waiting passengers. The screen streamed live and dynamic content captured on the stand throughout the campaign, while commuters were encouraged to live tweet cooking tips to the screen using the hashtag #foodadventures.
Motion@Waterloo was launched in February to create the UK’s largest indoor advertising screen, at 12m wide, with launch partner Audi, using real-time content.
“The audience profile of Waterloo station was important, with a strong ABC1 representation,” says Audi head of national communications Kristian Dean. “The idea of interactive content via social media sites, Twitter and mobiles allows you to have fun and get much deeper engagement with consumers rather than just ‘shouting’ at them through traditional advertising.”

Fun seems to be the central element of brands’ real-time activity in DOOH and Coke, BA and Google all refer to these campaigns as delivering the wow factor.

Sara Dunham, BA head of retail and direct channels, says of Magic of Flying: “The hashtag #lookup was all about the wow factor and putting BA out there as a brand looking for opportunities to do things differently.” The campaign was created and bought by Ogilvy One, Posterscope and Carat, and displayed on Storm media sites.
Emma Houston, head of media at Coca-Cola Great Britain and Ireland, adds: “What digital outdoor is good at doing is creating the wow. We have to look at creating memories and achieving cut-through, and the wow factor impact lasts longer.”
Meanwhile, Google launched a pilot DOOH campaign called ‘Google Outside’ serving geotargeted search results to 100 Clear Channel bus shelters and 60 Exterion Media (formerly CBS Outdoor) Tube station sites across London. Screens adopting Google Now smartphone technology provide content tailored to location, time of day and weather. Refreshed content is delivered by Open Loop and the pilot was created by R/GA London and Google, produced by Grand Visual and planned and booked by Talon and Manning Gottlieb OMD.
Google head of media Greg Smith notes: “The aim was to provide Londoners with relevant search information in a truly magical way. That meant using digital outdoor in a way that had never been done before. The biggest reward was seeing that consumers really engaged with it.”
While these campaigns undoubtedly involve magic and fun, it can be difficult to translate their impact into hard metrics that justify the increased cost and organisational impact of running a real-time DOOH campaign. Houston notes that Coke had to involve cross-disciplinary teams to set the tweeting campaign up and ensure ‘live’ tweets were safe to broadcast.
“It required collaboration between Google, our agency partners and the media owners. It was also technically challenging.”
Coke linked hard figures to its Father’s Day campaign, noting a 5 per cent shift in spontaneous brand mentions, and that out-of-home overall delivered a 28 per cent rise in ad awareness. Google used geo-targeted survey tools to isolate brand uplift and awareness, but does not divulge figures. BA’s #lookup was deemed to be a trial and the company claims that over a million YouTube views and what Dunham calls “a serious amount of social conversation and PR” mean the campaign was a success.
Audi’s Dean, meanwhile, says the benefits of DOOH include the impact on brand perceptions. “The social media link with digital outdoor is exciting and we’ve only just scratched the surface. If we claim to be a progressive brand we’ve got to behave like that.”
As far as out-of-home’s role in the marketing mix is concerned, it is often found in close partnership with social media. BA, Lurpak and Coke rely on hashtags to deliver content to their digital screens, while Volvic’s Juiced campaign incorporates a Facebook game created by We Are Social.
“The critical thing for any real-time out-of-home activity is taking the social aspect and amplifying it,” Coke’s Houston insists.
In BA’s case, the aim was to drive viewers to, but the campaign’s impact was measured by the volume of social conversations, visits to the landing page and conversion rates.
Campaigns remain limited by the number of screens available as well as their location, with 45 per cent of all DOOH in London and 90 per cent of all digital roadside panels also in the capital. There are moves to expand availability, with Primesight putting interactive screens in cinemas and JCDecaux putting 400 digital screens in large Tesco stores across the UK.
Shopping centres and transport hubs such as bus stops and train stations are also proving fertile ground. Google’s activity with Clear Channel is part of a wider expansion that will see the company offer NFC tags in bus shelters across the UK. The introduction of mobile interactivity will take the potential of real-time push-messaging into true interactivity where consumers can download relevant, real-time information that is hyper-personalised.
It is a strategy that ticket agency Stub Hub is considering, according to its international marketing director Brian Streich.
“There are some NFC-enabled DOOH screens but they’re not prevalent yet,” he says. “I see it being the way the industry goes. In San Francisco you can interact with bus stops and we could progress to that,” he predicts. There remains much to be learned about DOOH, including ironing out what Google’s Smith terms “hiccups” in implementation. He will not elaborate, but states: “Given that we created hundreds of assets and delivered them in real time across 160 sites, working with two media owners and two systems, you can imagine hiccups occurred. But we were able to isolate the issues. It’s part of pushing the boundaries.”

Top three challenges

1. Managing the content

Delivering content to sites where DOOH can have relevance is a difficult task and many advertisers are running pilot schemes to test appropriate content against ease of delivery. One of the most popular ways to engage in real time is to enlist consumers by incorporating tweets into the ads. While hashtags such as BA’s #lookup and Coke’s #ShareaCoke easily parse relevant tweets out from social chatter, there is still a heavy human requirement to ensure these are appropriate.
“We managed 100 tweets on the real-time display over the week before Father’s Day, but at least that number again were selected to go into the filter and were rejected,” notes Emma Houston, head of media at Coca-Cola UK.

2. Managing the multichannel

No DOOH campaign exists in isolation. Whether it is generating content for the real-time display from social media or using the message to drive consumers to a landing page, real-time digital screens have real-time impacts.
Interactive tags have to consider mobile coverage, while direct response calls to action such as generating ‘click to call’ rely on call centre capacity at the right time. And the wow factor so many brands rely on in real-time DOOH must be consistent across the customer journey.

3. Managing the partners

The number of agencies involved in running a campaign can multiply exponentially as the real-time element is added. A degree of automation is possible, such as BA’s plane tracking technology, but in cases where consumer interaction and live events such as Lurpak’s Waterloo experiential project collide, multiple departments have to be involved in campaigns where parameters are constantly shifting. The advice from Google and Coca-Cola is that preparation is key.
Via: Marketing Week

Centro Extends Bus Shelter Contract with Clear Channel Until 2016

Clear Channel has announced it will continue to sell advertising on bus shelters in the West Midlands until June 2016 after Centro, the body responsible for delivering public transport in the region, extended its contract by two years.
Clear Channel will upgrade more than 1,000 bus shelters to become part of their global Connect Mobile Platform, which launched last month. This upgrade will let people tap or scan these panels with their smartphones using Near Field Communication (NFC) or QR code technology to access exclusive content, including videos, games and vouchers. Centro will also work with Clear Channel to explore installing digital screens on the busiest high streets.

Smartphone-Assisted Easter Egg Hunt is Latest Use of iBeacons

Fabergé‘s Big Egg Hunt, which benefits two nonprofits, Studio in a School and Elephant Family, is a fun event brightening up the streets of New York for Easter and an experiment in using iBeacon technology in public non-retail spaces. Over 275 egg sculptures, each about 2.5 feet tall, have been scattered around New York City, and each has been decorated by a well-known artist, photographer or designer: participants include Ralph Lauren, Tommy Hilfiger, Diane von Furstenberg, Warby Parker and Naeem Khan.
Each egg is up for sale, and those who ‘check in’ at the egg can bid on it using the egg-hunt app. The location of a specific egg will remain a secret until 10 people have checked in by that egg. After that, the egg’s location will appear on a public interactive map. The intensified bidding that will ensue will benefit the two above-named organizations. Users of the app are also entered to win more than $30,000 worth of Fabergé jewelry.
Nomi, a startup organization that works with iBeacons, helped put the technical aspect of the project together. As they told Fashionista, it was an opportunity for them to prove to their other clients that the iBeacon platform can withstand unusual deployments.
The eggs will be gathered together in a free exhibit at Rockefeller Center on April 18-25; they will be auctioned off on the 22nd, with the egg hunt ending on April 26th.
Via: psfk

NFC Payments to Be Tested on the London Underground

Oyster card readers have been updated with the tech to allow travellers to tap through using just their mobile.
Transport for London is reportedly readying itself to launch mobile payments using the NFC chips in a device, reports Cellular News.
Contactless payment solutions are already available with the transport authority that uses its own MiFare payments cards, and recently added support for contactless debit cards.
The current Oyster card readers – which use RFID technology – have been given the NFC treatment, which will allow travellers to tap in and out using just their mobile device.
Shashi Verma, director of customer experience with TfL, commented: “We are doing some testing to see how the devices perform on the system and welcome any new payment technologies that meet the relevant industry standards and enable sufficiently fast transaction speeds.”
It is expected that travellers would need to top up their mobile wallet, similar to how they use an Oyster card.
London buses are also expected to move over to contactless payments, ditching cash transactions completely.
Via: Mobile Entertainment

Clear Channel Outdoor Launches ‘Connect’, the First Global OOH Mobile Interactive Advertising Platform

– Platform will initially reach 175 million consumers each month across 23 countries on 5 continents – creating the largest network of its kind
– 75,000 sites worldwide will be equipped with NFC, QR and/or SMS capabilities
– Global launch builds on success of UK Mobile Platform
– Clear Channel UK to more than double existing platform to 25,000 locations
In a world first, Clear Channel Outdoor (CCO), is rolling out Connect, its interactive mobile advertising platform globally, generating more opportunities for consumers and brands to connect.
Advertising panels on CCO’s pedestrian-accessible sites across the globe will be turned into mobile launch pads, enabling consumers to access interactive content from advertisers via their smartphones. Connect creates seamless integration between out-of-home and mobile, driving deeper brand engagement with consumers when they are out and about.
The Global launch builds on the success of UK Mobile Platform which launched with 10,000 sites in urban areas across the country in March 2013.
In the UK, Clear Channel has announced plans to expand their existing Mobile Platform to an additional 15,000 sites, bringing the platform to every urban area in the UK with a population in excess of over 100,000.
The UK deployment with see Clear Channel’s distinctive Mobile Platform tags appear in new environments, including shopping malls and on the Socialite network of digital screens in urban pubs and bars.
By June 2014, CCO will:
– Create a mobile network reaching 175 million consumers monthly across 23 countries on 5 continents
– Be able to offer marketers the biggest out-of-home/mobile interactive platform from any media owner and the only one with a global scale
– Over 75,000 outdoor sites fitted with Connect tags enabled for Near Field Communication (NFC), QR code and, in Latin America, SMS capabilities
Consumers simply tap or scan their smartphone over Connect’s NFC tag or QR code to instantly open a gateway to an online brand experience. In CCO’s Latin American markets, the platform will also run with the addition of SMS capability; a tailored SMS code will appear on the outdoor advert.
Advertisers can enhance the Connect user experience by offering a range of consumer benefits, which can be grouped into 4 main categories:
– Information – search, maps, location-relevant, utility
– Shopping – transactional, discounts / vouchering
– Entertainment – gaming, video, photos, apps
– Community – social media, text / IM, sharing
Advertisers and planners will also benefit from the rich data and metrics captured by Connect, including date, time, location, conversion of click-thru’s, and even which kinds of device were used – all allowing for campaign optimisation, performance review and delivery of ROI.
CCO will be showcasing Connect and its full capabilities at the forthcoming Festival of Media Global event (6-8 April) in Rome, where Clear Channel Communications’ CEO Bob Pittman, will also be one of the event’s key speakers.
CCO first launched its mobile platform in the UK with a nationwide rollout in 2013 that included 10,000 mobile-enabled sites in urban areas right across the country.  CCO’s mobile platform has since been launched in Belgium, Finland, Ireland, the Netherlands and Singapore. The global roll-out of Connect will see additional platforms planned for completion by June 2014 in: Brazil, Denmark, Estonia, France, Italy, Latvia, Lithuania, Mexico, Peru, Poland, Spain, Sweden, Switzerland, Turkey and the USA.
Via: Clear Channel