New manner to use beacons: Passing on tradition advice - Media existence journal

Beacons that speak with the smartphones of passersby have long held promise for advertisers.

but those beacons aren't just for distributing coupons. Smartwater recently relied on beacons to engage americans with wonderful content material as opposed to brilliant deals.

It utilized beacon expertise at billboards in numerous hotspots around London to send push notifications to americans inside 500 meters of a Smartwater ad.

the entire notifications had been marked as being subsidized by using Smartwarter. All tied right into a theme linked to the water manufacturer.

those within latitude of the ads in Chelsea and Hoxton got notices from London-area influencers, including subculture blogger Reem Kanj and stylist Roxie Nafousi.

An instance of one message: "click on right here for the precise 5 'distilled' things to do in Hoxton.

through Reem Kanj on behalf of GLACÉAU smartwater #lifedistilled."

What changed into promoted

Glacéau's Smartwater brand of bottled water.

Why this stunt

The concept became to target Londoners with wonderful guidance, supplying it in a awesome means.

The thought came out of a brainstorming session led by using Oliver Seares, enterprise director at Smartwater's media planning agency MediaCom. cell proximity advertising company Proxama and Kinetic UK dealt with the beacon component of the crusade.

"Smartwater is company that likes to consistently verify and check out out new opportunities," Lucy Cutter, company director at Kinetic UK, tells Media existence. "After a summer season of pastime, we notion it could be an imaginative technique to aid Londoners get to understand some of the gem stones on their doorsteps."

The stunt was part of a bigger average "lifestyles Distilled" crusade that covered factor-of-sale, OOH signage and digital ads.

Timing

The beacon stunt rolled out on Sept. 12 and ran all the way through the rest of the month.

the way it worked

Like most OOH campaigns with beacon elements, this one had an "opt-in" component. The messages weren't sent to each passerby, simply those with either the Crowdit or Mapway Bus apps installed on their smartphones and push notifications enabled.

To select locations, Kinetic used a proprietary analysis device to determine promoting panels that performed neatly in old campaigns. The enterprise combined that with excessive-traffic mapping facts identified through Smartwater.

The end result changed into places in Hoxton and Chelsea. whereas the crusade used the beacon expertise to determine target audiences within latitude, it did not compile any records on passersby.

Why it labored

The crusade showcased one of the strengths of OOH–combining know-how and placement to goal the preferred audience.

The Crowdit app aspects suggestions on things to do in a lot of ingredients of city, together with hot bars and restaurants, while the Mapway Bus app is used by using commuters. with the aid of sending the rush notifications through these to apps in trendy elements of London, Smartwater became capable of interact with a particularly tech-savvy and chic crowd of Londoners.

the way it was obtained

The campaign changed into picked up by means of a couple of advertising blogs and sites.

It become additionally featured on a handful of know-how websites showcasing examples of how to use beacons in OOH.

Tags: alt media, beacon OOH, beacon technolgoy, beacons, kinetic UK, london, londoners, smartwater