Danoo Inc, a rising leader in the digital place-based media landscape, announced today the rollout ofa powerful new advertising solution. Recent campaigns with ABC, Electronic Arts, HISTORY™ and others combined two of the fastest growing categories in advertising – digital place-based media and mobile marketing. Results indicate that Danoo has the potential to deliver content to hundreds of thousands of mobile consumers over the course of just a few weeks.
Danoo, which delivers relevant, entertaining and localized media to highly mobile, upscale audiences in coffeehouses, cafes and airports, announced the results of its first mobile content download campaigns. Initial trials were conducted in 39 venues in Los Angeles, with each advertiser leveraging Danoo’s web-connected HD screens to drive discovery of and engagement with a mobile content download opportunity. Visitors to Danoo locations viewed video content on Danoo’s digital screens accompanied by an on-screen prompt to download exclusive content such as sneak peeks and ringtones from their Bluetooth or Wi-Fi-enabled devices via the Danoo network.
Results show that Danoo’s audience is particularly receptive to downloading content to their mobile phones while in a Danoo venue. On average, 10% of Danoo’s audience had their mobile device set to “discoverable”, nearly one-third above the national average, and of those viewers, 28% opted-in to receive the mobile content download. These numbers translate into to a net download rate of nearly 3% of total venue traffic, which could result in more than 200,000 downloads per two-week campaign as this product rolls out to the rest of the Danoo network.
Chris Moseley, Senior Vice President of Marketing, HISTORY, said: “We were happy to participate in Danoo’s mobile test for our new series LIFE AFTER PEOPLE. We’re always looking for new and creative ways to showcase our product and connect with consumers, and mobile is an increasingly important medium for communications.”
Electronic Arts also saw positive results from its campaign for The Sims 3. “At EA, we know that driving and capitalizing on interest in our games prior to their release is critical to a successful launch,” said Carolyn Feinstein, the Group Vice President of Consumer Marketing at EA. “Danoo helped us get relevant content into the hands of thousands of gaming enthusiasts leading up to the game’s launch – a critical step in driving day one, week one purchases. At a time when everyone is looking for ways to be more efficient and prove ROI, this is an inherently measurable medium through which we can reach significant numbers of gamers.”
“In talking with marketers, we frequently hear they are looking for ways to create localized, one-to-one relationships with consumers,” said Aileen Lee, CEO of Danoo. “We have a great opportunity here – we are in people’s favorite places, when people have their mobile phones in their hands and the time and interest to engage. Seeing the great results from these campaigns, it feels we’ve really hit on something – we’re delivering an experience that engages the mobile consumer in a grassroots, measurable way.”
Danoo partnered with mobile technology company Blue Bite to enable the campaigns, and is actively rolling out its mobile interactivity capability to all of its venues. The first 200 Danoo locations will be live in Los Angeles and New York by July 1st. At full deployment, Danoo will give advertisers the ability to get their content into the hands of more than 200,000 consumers in an average two-week campaign. In addition to content downloads, Danoo offers multiple ways to pair its screens with mobile interactivity to maximize campaign effectiveness, such as SMS call-to-actions, social gaming and mobile application promotion.
Danoo is a leading digital out-of-home network that delivers relevant, localized digital media as part of people’s daily rituals. Danoo’s web-connected, interactive screens captivate people in a handpicked network of their favorite break places (coffeehouses, upscale delis and cafes) in more than 1000 locations in the top media markets. When people are watching a Danoo screen, national and local advertisers on the network have a uniquely efficient opportunity to reach the affluent, active and hard-to-reach “Coffeehouse Generation” in an environment uncluttered by other media.
Danoo was founded in 2006 with the vision of helping people better connect with the world around them by revolutionizing the way people experience media out-of-home. Danoo is backed by Kleiner Perkins Caufield & Byers, a leading venture capital firm and led by a management team of industry veterans from a variety of successful media, technology, and consumer goods companies. For more information, please visit www.danoo.com.
HISTORY™ and HISTORY HD™ are the leading destinations for revealing, award-winning original non-fiction series and event-driven specials that connect history with viewers in an informative, immersive and entertaining manner across multiple platforms. Programming covers a diverse variety of historical genres ranging from military history to contemporary history, technology to natural history, as well as science, archaeology and pop culture. Among the network’s program offerings are hit series such as Ax Men, Battle 360, The Universe, Cities of The Underworld and Ice Road Truckers, as well as acclaimed specials including 102 Minutes That Changed America, King, Life After People, 1968 with Tom Brokaw, Nostradamus: 2012 and Star Wars: The Legacy Revealed. HISTORY has earned four Peabody Awards, four Primetime Emmy® Awards, 12 News & Documentary Emmy® Awards and received the prestigious Governor’s Award from the Academy of Television Arts & Sciences for the network’s Save Our History® campaign dedicated to historic preservation and history education. Take a Veteran to School Day is the network’s latest initiative connecting America’s schools and communities with veterans from all wars. The HISTORY web site, located at www.history.com, is the definitive historical online source that delivers entertaining and informative content featuring broadband video, interactive timelines, maps, games, podcasts and more.
About Electronic Arts
Electronic Arts Inc. (EA), headquartered in Redwood City, California, is a leading global interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. Electronic Arts markets its products under four brand names: EATM, EA SPORTSTM, EA MobileTM and POGOTM. In fiscal 2009, EA posted GAAP net revenue of $4.2 billion and had 31 titles that sold more than one million copies. EA’s homepage and online game site is www.ea.com. More information about EA’s products and full text of press releases can be found on the Internet at http://info.ea.com.
EA, EA SPORTS, EA Mobile, POGO, and The Sims are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries.
Susie Hughes, 415-277-4931
danoo [at] allisonpr.com