Texting and tweeting and Facebook-liking may be fun diversions at first, but after a while consumers will want a real, practical benefit from the integration of mobile, social and digital out-of-home.
One campaign offering just that is now being run in British railway stations for broadcaster Sky TV. Consumers who tweet a question concerning Sky’s programming using the #whatsonsky hashtag will find that JCDecaux’s large Transvision screens in the stations then display personalised recommendations for TV shows they might like.
The campaign runs late afternoon and most of the evening, when consumers’ thoughts are most likely to be on TV viewing options, at 16 major stations in London, Birmingham, Glasgow and Leeds.
Participating consumers will also be entered into a draw to win a year’s subscription to Sky.“By combining Twitter and digital out-of-home, Sky has created a highly personalised, time-sensitive campaign that reaches commuters in the right mindset to interact. We know from our research that rail commuters are massive users of social media via their smartphones, welcoming entertainment and information during their journey,” said Spencer Berwin, managing director for sales at JCDecaux UK.
The campaign was created by agencies IPM and MediaCom along with social-media specialist Jam.
www.ipm.co.uk
www.jcdecaux.co.uk
mediacomuk.com
www.spreadingjam.com
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