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CBS Bluetooth Posters

CBS plans to use Bluetooth coupled with billboard posters to market new TV shows in its fall lineup, reports C/Net. The video clips are free and delivered via Bluetooth directly to the device so consumers won’t be charged by their carrier for data usage.

Starting in September, people will be able to download short video clips of five CBS prime-time shows onto their cell phones or PDAs from billboards in New York City’s Grand Central Station. Users must stand within 36 feet of the billboard to access the video clips with their Bluetooth-enabled devices.

The five shows to be featured on the billboards are “Shark,” “Smith,” “Jericho,” “The Class” and “CSI: Crime Scene Investigation.” CBS will employ Kameleon Technologies Bluetooth Mobizone to deliver the clips.

The technology is already being used in Europe. Viacom Outdoor is has a permanent network of Bluetooth-enabled poster sites on the London Undergound (right). Tube users can download content on to their mobiles using Bluetooth devices housed inside the interactive posters.

Channel 4 was the first advertiser to take advantage of the new advertising channel, using the poster sites to promote FourDocs, its broadband documentary channel which encourages the public to view and make their own 4 minute documentaries.

Viacom Outdoor has installed 15 Bluetooth ‘Jacks’ developed by technology company Wideray. Using a double opt-in facility to ensure all content is actively requested, commuters in the vicinity of a Bluetooth site will be able to download and watch the documentaries on their mobile handset.
The FourDocs interactive poster sites allow commuters to use their mobile phones to download and view one of eight, four-minute documentaries filmed and edited by members of the public.
The campaign is also designed to drive traffic to the FourDocs online community. FourDocs is a broadband documentary channel designed by Channel 4 as a place for users to screen their personal fact-based films. Anyone using the site can upload their own four-minute documentary which can then be viewed and reviewed by other users.

London buses can change their advertising messages according to their location, thanks to GPS technology being pioneered by U.K. directory service Yell.com, reports Advertising Age. As a bus travels its route, the advertising message will change. For example, it might suggest “Find a gym in Marble Arch” and later “Discover a restaurant in Charing Cross.”

Location-specific advertising is making its debut in London in September with a campaign created by digital agency AKQA. Interactive screens highlight local stores, restaurants and bars. Each is customized for the location and pedestrians can interact with the poster to reveal a local map showing the shops, restaurants and bars within walking distance.

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Posted by Sam Churchill on Friday, August 25th, 2006 at 2:16 am.

One Response to “CBS Bluetooth Posters”

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