We see that in the US, VH1 has partnered with the Ecast media network to promote the “VH1 Rock Honors: The Who”
Posterscope NY partnered with Ecast to create a campaign running in 10,000 bars and nightclubs.
The campaign offered consumers multiple opportunities for engagement, including customized playlists highlighting songs by The Who; an integrated social application in which consumers can request a text reminder to tune-in to the show; and a music memory game called The Seeker.
This isn’t the first VH1 campaign on the broadband media network – “VH1 Hip Hop Honors,” which paid homage to Hip Hop innovators and veterans and VH1 Classic’s 7-part series, “Seven Ages of Rock” which showcased various genres of rock music that shaped pop culture have alson run.
The Ecast network wins hands down of course when advertisers need to reach a large, young, music-oriented audience – Arbitron’s recent study (see below) found that 78% of people in the bars and nightclubs took notice of the touchscreen media network, and 25% of them interacted with the Ecast network – the recall rate was also about 43 percent.
John Taylor, president and CEO of Ecast told us that “Ecast allows VH1 to zero in on a highly desirable demographic, we are proud to be one of the few out- of-home media networks to provide advertisers with an interactive experience and direct access to the young adults who are the social influencers driving consumer trends, and we look forward to another successful VH1 campaign.”
Arbitron’s Bar Media Report is US centric but well worth a read, we quote from their web site…
Over the past several years, Arbitron has examined a number of advertising and marketing opportunities available in bars and lounges across America. Some of these bar-based media vehicles include digital signage, digital jukeboxes and networks supplying programming and content for in-bar television viewing.
In-bar advertising has traditionally conjured up images of neon-lit signs promoting beverages for sale. The new bar landscape features a wide range of nonendemic brand messages designed to take advantage of the young, upwardly mobile crowds these establishments attract.
Arbitron wanted to quantify the size and media characteristics of bar visitors. The goal is to help brands determine if the audience delivered by bars fulfills their campaign objectives and to assess how bar-based advertising fits into their current media plans.
You can download it from http://www.arbitron.com/
Ecast operates the largest broadband touchscreen media network in the United States, providing digital music to over 10,000 bars and nightclubs across the country. The unique touchscreen music service allows locations to put the power of choice where it should be: with the consumer. Utilizing the speed and scalability of broadband, Ecast delivers music, advertising and other forms of entertainment to the young-adults most responsible for affecting purchasing decisions and consumer trends. Ecast is changing the way people listen to music in public places and revolutionizing out-of-home advertising. Ecast’s investment partners include Crosslink Capital, DCM, El Dorado Ventures, Focus Ventures and Mobius Venture Capital.