Eurostar is launching a “live” advertising platform in a move to integrate social media and consumers’ conversations into its mainstream advertising.
The Eurostar Live platform will launch on 23 February with a campaign promoting the international train service’s connection from London to Amsterdam, via Brussels.
Eurostar has developed the campaign to help customers travelling around Europe to share experiences and advice with each other, and make sure the brand is part of the conversation. The technology will integrate real time comments about the brand, its services and destinations, into its outdoor ad campaigns running on digital outdoor screens in London.
Clear Channel partnered with Madonna to premiere the world-renowned artist’s new single “Give Me All Your Luvin”. On the day of launch at 2pm, the simultaneous ‘Play’ of Madonna’s new single and video ran across nine countries in Europe, Asia Pacific and the US on over 1,600 of Clear Channel’s digital displays.
Clear Channel UK also partnered with Global Radio’s Capital FM network to launch the single on air while the full four-minute motion video was played out on digital screens simultaneously.
Today saw the start of Channel 4 running a second burst of live news content on the London underground.
The marketing campaign is aimed to drive viewers to the 7pm Channel 4 News broadcast by highlighting and updating key headlines that featured on the show that night, on the XTPs during commuter hours. In addition to the top stories, the screens included tweets and blogs from the Channel 4 News presenters Jon Snow, Krishnan Guru-Murthy, Cathy Newman and Matt Frei.
Maintaining the momentum started by their successful use of social media feeds on DOOH in Summer 2011, ESPN have again integrated Twitter feeds into their bought digital OOH sites. For this, the most recent burst, ESPN shifted their focus from the Premiership to the excitement of the FA Cup. Covering the 3rd, 4th and 5th rounds, fan produced football banter was displayed on large iconic OOH screens to symbolise and pay homage to the enormity and stature of England’s oldest and most illustrious cup competition.
To encourage participation, topical propositions were posted by ESPN talent Robbie Savage and Ray Stubbs across 4 networks and a total of 19 screens.
Primesight have secured the sales and marketing agreement for advertising on 2,700 digital till screens in 1,270 Martin McColl stores nationwide. There is also the opportunity to measure campaign effectiveness using EPOS data.