CBS Outdoor, in collaboration with OMD, Outdoor Media Group and Tribal DDB Worldwide, announced today the launch of a first of its kind multi-media campaign, offering consumers their very own “Minority Report” experience in New York’s Penn Station. The media campaign for Intel’s smart TV, which seamlessly integrates robust Internet content, broadcast programming, personal content and downloadable applications all viewable on one TV screen, recently kicked off utilizing custom mobile applications, interactive flat screens and outdoor advertising media. The technology showcases the ability to recognize a consumer via an opt-in feature, welcome them by name and customize a smart TV experience based on the consumer’s preferences.
“This is a first for out-of-home media, and a look into the future on how we can connect to consumers on a far more personalized basis,” said Jodi Senese, executive vice president CBS Outdoor. “Never before have we been able to offer this kind of engagement, on this many platforms to our clients. Working with Intel and their agency partners, CBS Outdoor has crafted a truly unique promotion that offers users a one-of-a-kind experience – literally.”
The promotion started Nov. 29 with outdoor media throughout the New York market, encouraging consumers to download the smart TV mobile app by texting Hello to 64444. Participants will then receive a link to download an app onto their mobile phones, which will ask a few questions about the individual’s TV viewing habits and preferences. They will then be invited to Intel’s smart TV experience event in the Penn Station Rotunda Dec. 15-29. As they enter the experience a series of interactive touch screen screen TV’s will not only recognize them by name but create a custom smart TV experience based on the answers to the questions the individual provided when they downloaded the app.
The state of the art New York outdoor advertising campaign debuts a new concept to outdoor marketing – “geofencing,” which creates virtual boundaries by physical locations and places, this time being Penn Station. CBS Outdoor’s partner Location Labs is providing the geofencing technology.
“As the provider of the mobile location based technology behind the Intel smart TV application, we are excited to see our innovative Geofencing technology make this ‘minority report’ type experience a reality,” said Tasso ‘Roumeliotis, founder and CEO, Location Labs. “The auto detecting capabilities of our technology is enabled when an individual enters the vicinity of Penn Station NYC and automatically helps to create a personalized billboard experience for that individual. We anticipate these kinds of futuristic campaigns to revolutionize the advertising and marketing industry.”
The interactive touchscreen experience is provided by CBS Outdoor’s partner Four Winds Interactive.
“Four Winds Interactive is happy to be working with CBS Outdoor and Intel on this groundbreaking ad campaign. It’s exciting to see their vision for the smart TV campaign utilizing our digital signage technology come to life on this big stage” said Greg Newman, director of implementation, Four Winds Interactive. “The use of digital signage in an ad campaign of this magnitude is a testament to its place as a communication medium.”
About CBS Outdoor
CBS Outdoor is one of the largest out-of-home media companies in the Americas (United States, Canada, Mexico and South America), and has a major presence across Europe in the United Kingdom, Ireland, France, Italy, the Netherlands, Spain and China. With both traditional outdoor and transit advertising properties, this division gives advertisers both breadth of coverage across vast geographies and depth of coverage, providing multiple media opportunities in key markets. For more information, visit www.cbsoutdoor.com.
About Location Labs
Location Labs is the leader in mobile location-as-a-service and applications. The company’s location-based services platform helps developers create intelligent, location-aware applications. The company’s Platform provides the ability to locate over 250MM mobile phones across all the major carriers in the US, including both smart phones and as well as non-smart phones. Location Labs has strategic partnerships with AT&T, Sprint-Nextel, T-Mobile, Verizon, Qualcomm, Intel, and other global partners. Recent accolades include: 2010 Inc. 500 list of Fastest Growing American Private Companies; San Francisco Business Journal’s Fastest Growing Privately Held Companies; AlwaysOn Global 250; Mobile Excellence Awards Finalist 2010. More details http://www.location-labs.com
About Four Winds Interactive
Used to power thousands of signs, the Four Winds Interactive digital signage system is the ideal solution for both domestic and international use. With features including broad media playback capability, sophisticated data integration, digital wayfinding, and interactivity, the digital signage software offers its users a flexible solution designed to enhance the diverse communication objectives of companies in a variety of market segments. www.fourwindsinteractive.com
Source: CBS Outdoor