A new American Airlines campaign to drive awareness of its product and network offering from London has become the first of its kind to utilise geofencing technology with a moving object – in this case, a London black taxicab.
Building on a successful campaign last year where outdoor sites were geofenced, media specialists MediaCom has now taken this one step further by presenting consumers with highly-targeted digital ads from ‘wrapped’ taxis as they pass them on the street.
The innovative campaign, which kicked off this week and is due to run until the start of November, aims to connect the latest in digital technologies in GPS and Wi-Fi to the outdoor advertising environment, says MediaCom.
MediaCom has bought select advertising space around London, including OOH advertising on office digital panels, Canary Wharf shopping centre and a domination at Canary Wharf, together with online advertising.
The media agency has also worked with taxi advertising company Ubiquitous to upgrade the on-board taxi technology, partnering with location tech business Mobsta to build the API connections that connect the two together.
Brady Byrnes, Director of Global Marketing at American Airlines, said: “American Airlines is all about innovation. Our flights from London give travellers the most connected experience, with on-board Wi-Fi being at the very heart of this offering.”
Catherine Pronzato, Managing Partner at MediaCom UK, added: “We are always looking at how new technology can help our clients innovate in delivering their business needs. We’re excited to partner with American Airlines to launch this ground breaking technical solution.”
“Tapping into taxi location data to determine proximity to the target audience is an innovation that will deliver valuable additional brand touchpoints,” says Daemon Brown, Commercial Director at Ubiquitous.
The new application could allow brands to push promotional messaging to consumers on the move. A number of brands have already been experimenting with the delivery of mobile coupons offering money off products to drive consumers in store to buy.