The eagerly awaited launch of Coldplay’s third album will be backed with what is claimed to be a media first – music beamed directly commuters’ mobile phones from giant advertising screens.
The deal to promote X&Y will see six of Maiden’s Transvision screens at six London mainline stations used to send content via Bluetooth technology to handsets when a trailer for the band is shown.
The first stage of the campaign, prior to the album’s launch on 6 June, will include the trailer for the band and then the full download activity will be made available, giving fans access to screensavers, photography and selected tracks from the album.The stations being used in the campaign, which has been planned and bought by record label Parlophone’s outdoor agency Posterscope, include Victoria, Waterloo, Liverpool Street and Euston.
David Pugh, managing director of Maiden, said: "Never before has large format outdoor advertising been used in this way - it is a media first.
“Utilising Transvision and by combining it with the latest mobile and wireless technology, the Coldplay campaign embraces the power of digital media and brings advertising down to a personal level, interacting with the consumer outdoors."
Glen Wilson, client service director at Posterscope, added: “Transvision screens in stations provided the perfect complement to our traditional communications due to the relevance of the audience and the opportunity to offer some real consumer value through the content delivered by the bluecasting system.
Source: Media Week
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