Blue Bite and Creative Mobile Technologies Promote National Rollout of mTAGs in Taxis on the Heels of a Successful Interactive Mobile Campaign with Vogue Magazine
Taxi Passengers Went Behind-the-Scenes with Exclusive Mobile Content from Vogue’s September Issue; New Ad Campaigns Set to Roll-Out on Taxi Media Screens this Fall
New York City taxis will feature a first of its kind media-mobile technology this Fall when Blue Bite, the mobile standard in Out-of-Home™, and Creative Mobile Technologies, LLC (CMT), one of the nation’s largest Out-of-Home digital networks and premier technology and payment processing solutions provider for the taxicab market, will enable thousands of taxi media screens with Blue Bite’s mTAG®. This is part of a national rollout that will be available in taxicabs in cities including Boston, Chicago, San Francisco, Philadelphia and Anaheim. This groundbreaking technology was piloted in New York City taxis this summer with Vogue and will allow for interaction with local content and advertising campaigns this Fall.
The Vogue campaign, which ran for three weeks effective August 20th, pushed the boundaries of mobile advertising and produced encouraging results for integrated mobile campaigns. Upon viewing a clip of the video Editor’s Letter from Vogue’s September issue on screens in taxis, users were directed to “tap” or “scan” the screen for additional exclusive content. Utilizing NFC and QR technology, users were instantly able to view exclusive mobile content, share Vogue’s video with friends via social media (Twitter and Facebook), and subscribe to the magazine’s digital edition with a special offer. More than 21% of people who interacted, shared the campaign with their friends through social media and via email.
“Blue Bite’s maiden campaign within taxis showed the capacity of the mobile market and the heightened user interest in interaction, especially with an iconic brand like Vogue,” said Mikhail Damiani, CEO and Co-Founder of Blue Bite. “We are very encouraged by the results and feedback and look forward to seeing similar campaigns spread across the streets of New York City and the country.”
The campaign was the first of Blue Bite’s integrated mobile campaigns incorporating NFC (Near-Field Communication) and Quick Response (QR) code technology in taxis in the U.S.
“Blue Bite’s system will enhance CMT’s menu of offerings for clients to reach consumers in the digital OOH space. This includes CMT’s geo‐targeting capabilities; full motion video and audio; and ABC network’s exclusive taxi content and advertising,” said Jason Poliner, Vice Chairman and Chief Operating Officer of CMT. “The Blue Bite-Vogue campaign illustrated the maturing of the mobile market and the potential to increase riders’ interaction with advertisers using our media screens.”
Blue Bite and CMT anticipate a major Fall campaign for a luxury auto brand that will promote a new 2014 model. Consumers will benefit from content that is both location-specific and relevant, and will have the ability to share the campaigns with friends through social media.
Riders will be able to “tap” their NFC-enabled smartphones to instantly download rich user content including music, videos, mobile apps, promotional information, coupons, maps, and tips, among other things. Consumers without an NFC-enabled phone will be able to “scan” the QR code to access the same content.
About Blue Bite
Blue Bite is a leading mobile-marketing solutions provider utilizing a targeted, location-based approach to reach captive audiences on their personal mobile devices. Blue Bite has partnered with many of the leading Out-of-Home companies in the U.S. and prides itself on creating an interactive two-way engagement by enabling consumers to connect with digital and traditional media via their mobile phones. For more information, please visit www.bluebite.com and follow the latest updates and developments on Facebook and Twitter.
About Creative Mobile Technologies, L.L.C.
Founded in New York City in 2005 by taxi industry leaders, Creative Mobile Technologies (CMT) provides more than 20,000 taxicabs in 60 cities and 35 states with a variety of taxi technologies and enhancements including credit and debit card processing, media and advertising content, text messaging, interactive passengers maps, GPS, electronic trip sheets and back‐office fleet management systems. CMT has more than 6,600 units in New York City alone. CMT’s unique “for the industry, by the industry” business model has empowered taxi fleets and individual taxi operators throughout the country with customized solutions born out of the company’s deep roots in the taxi industry.
At 121 years old, Vogue not only is committed to maintaining its status as the iconic women’s fashion publication but also is highly focused on pursuing all other methods through which we can reach our readers. Through involvement in film, television, philanthropy, events, social media, and now an integrated mobile campaign, Vogue has proven to be at the forefront of the many channels through which we engage our consumers.
Source: Blue Bite