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Spanish newstands launch the largest marketing mobile network
Spaniards have created an interactive urban TV Channel. Cell phone users will be able to download games, music and discount coupons.
Barcelona newstand owners will be on the news. They have created their own interactive TV Channel, installing devices in each newstand, according to a news release published in Cinco Días. The idea came from Hermes Publicidad and the Professional Association of Newspaper Vendors of Barcelona. The official launching will take place on February 28th. This marketing action will help them attract new customers, at a time when sales have been dropping because of online news.
The companies that are backing up the project are three: Philips, who will be in charge of installing flat TV screens in each newestand; SitMobile who will provide the bluetooth devices to be able to send information to cell phone users, and Fon, company founded by Martín Varsavsky, will provide wi-fi for each newstand.
Project promoters have been testing the channel and the system for six months in certain areas outside the city. They are expecting to launch the first phase of the project by this summer. This will mean that the system will be installed in over 400 newstands in the city.
The project could be extended to bookstores, to another 300 newstands in the city outskirts and possibly to other cities such as Madrid before 2009.
Mobile Marketing at a great scale
With this TV Channel, the Professional Association of Newspaper Vendors of Barcelona and Provinces has created the largest mobile marketing system for city streets in the world. Cell phones with Bluetooth technology, will be able to download screensavers, games, music, videos and discount coupons, among other options.
Project promoters are negotiating publicity agreements with various companies. We know that companies such as Paramount or Warner may be interested in broadcasting trailers of movie releases on these gigantic TV screens.
The interactive capability of this channel is amazing. Citizens may be able to upload digital content to the channel, by visiting CanalKiosk’s website and registering for free. Users will be able to watch all information broadcasted and to download any information by means of a bluetooth device or SMS.
SitMobile will provide this technology, allowing the channel to be interactive. Newstand owners will add value to their marketing initiatives by using the channel. This is called proximity marketing. The fact that all newstands will be broadcasting the same information, makes the channel a very attractive marketing tool.
CanalKiosk’s digital content will be responsibility of three companies, Admira, On Comunicación and Pandora Box TV. They are planning to include cultural, fashion, environment, travel, public services and food information among others. This channel will use web 2.0, converting it in the first 2.0 interactive televisión in a city.
The interactive capabilities of CanalKiosk are more than a few. By registering for free in www.canalkiosk.tv, users may be able to upload content created by them. After this content has been edited it may be broadcasted by this urban TV channel. “It’s a televisión where the audience is at the same time, producer of its own content”, explain differnet project sources. The channel will be operative 24 hours a day.
The initial investment, which entails the creation of network system where each newstand is connected to a DSL line, allows real time broadcasting, and has reached the 1,3 million euros. Certain parts of the system are being sponsered by participating companies, although these companies will be paid back gradually by newstands.
Tags: Canal Kiosk, Mobile marketing, SitMobile, SMS
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