SEEN & NOTED: LONDON, ENGLAND – Monster Media, a full-service media company specializing in Digital Out-of-Home (DOOH) advertising, has announced that they had partnered with EYE Corp during the London 2012 Olympics to run an innovative DOOH campaign at London’s Gatwick Airport. The campaign was developed on behalf of Tesco, a leading UK grocery chain, creating the UK's first interactive "virtual supermarket" that enabled travelers to scroll through grocery products in a virtual refrigerator using touch interactivity.
The campaign used EYE Corp's digital signage kiosks located throughout the airport and prompted travelers to download Tesco’s virtual shopping app for smartphones and iPads, which features a barcode scanner that help end users to facilitate grocery selection and delivery while on the go. By scanning the barcodes for each product using the app, travelers could purchase groceries directly from the airport kiosks and have their selections delivered to them upon their return home.
“Using non-traditional DOOH networks, combined with interactive, dynamic content has been a great way to break through the advertising clutter that surrounds an event like the Olympics,” said John Payne, president of Monster Media. “These networks can now go beyond just presenting ads – the DOOH content can pull in viewers and engage them through longer periods of time.”
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