Exterion Media has partnered with Shazam, one of the world’s most popular apps, and Fox to bring the first beacon-enabled advertising campaign to London buses for the release of Kung Fu Panda 3.
Promotion with this innovative Out-of-Home campaign commenced on Monday 22nd February with T-sides and Supersides on buses across the capital, before coming directly to commuter mobile devices on the day of the movie’s launch on Friday 11th March. Passengers using the Shazam app will be served bespoke content including the trailer, and have the ability to book cinema tickets directly via their device whilst en route.
Mike Wood, Product and Innovation Director at Exterion Media, explained:
“This is a fantastic, engaging campaign that exemplifies the potential of beacons – something we’ve been championing for a long time. Until now, pedestrians have been the predominant beneficiary when it comes to bus advertising; but now we can directly reach commuters during the millions of bus journeys being made every month with relevant, timely and engaging content in an unobtrusive way.”
“We’ve been working toward this moment, which fully realises our digital capability, for a long time. With beacons we are able to deliver engaging, informative and entertaining content directly to millions of Shazam users. Our ambition is to extend this capability across our national portfolio, which creates inspirational experiences for 92% of UK adults every week.
Sam Woods, VP International Strategic Partnerships & UK Sales at Shazam, said:
“As one of the first ever apps in the Apple Store, Shazam has been at the forefront of mobile innovation for as long as there have been smartphones. Bringing Shazam enabled moments to London bus users is a hugely exciting milestone for us, and precedes our expansion into other environments – creating a huge opportunity for us, our users, and partners.
Chris Green, Marketing Director at 20th Century Fox, commented:
“The partnership is a strategic move that allows the company to speak directly to moviegoers in a format they are already engaged with: “Working with Exterion Media and Shazam in this way allows us to reach and engage the audience at a deeper level than the traditional outdoor executions. What is also very attractive is that the technology will return accurate data on which audiences are engaging with the campaign, which will be valuable to both this and future campaigns.”