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NEWS

Bluetooth-enabled billboards in London subway

From "Viacom launches Bluetooth-enabled Tube poster network" by Graham Hayday, Intelligencia, 16 January:

British TV "Channel 4 has become the first advertiser to exploit a new permanent network of Bluetooth-enabled poster sites on the London Underground.

"Viacom Outdoor has installed 15 Bluetooth 'Jacks' developed by technology company Wideray into six-sheet poster sites in [central] London Underground stations. The broadcaster will be using them to promote its documentary channel FourDocs. Commuters in the vicinity of one of the sites will be able to download and watch short documentaries filmed and edited by members of the public on their mobile handset. The campaign is also designed to drive traffic to the FourDocs website...

"James Davies, board director, Posterscope, the specialist outdoor agency which planned the campaign, said: 'Out of home is a rapidly evolving medium especially with regard to interactive opportunities and Channel 4 recognises the benefits of engaging rather than simply interrupting consumers. The key to success is providing high value content to people when they are in a receptive mindset and the combination of Channel 4's mini-documentaries and Viacom Outdoor's Bluetooth product launch is a great one.'

"The FourDocs campaign goes live on 16 January and runs for two weeks..."

[Bluetooth: 16 January 2006]