17th August 2016
In this day and age, we know the importance of proximity marketing being consumer led, relevant exciting and engaging.
Google Nearby does just that and at its simplest, delivers a URL of simply presented content to a user’s web browser based on their location (using beacons) – informative, contextual and relevant; everything we strive for in mobile proximity services.
Nothing showcases this leap in technology and the consumer experience more than our recent work with Entertainment One and Primesight, providing the Proxama cinema network for their roll out of Google nearby to promote its new film: The BFG, alongside the London BFG Dream Jar Trail which also uses proximity marketing.
We were pleased to provide our network of beacons across London cinemas, most notably London’s Leicester square where the film premiered on the 17th July 2016.
Consumers’, with Bluetooth enabled, would instantly receive BFG promotional content and view that content within their web browser, in this case, the information allowed them to pre-book tickets and get further information about the BFG Dream Jar Trail!
Not only did the technology offer the perfect way for Entertainment One to engage with the audiences ahead of the film’s launch, but also made use of innovative technology to offer consumers a wealth of digital content in the most relevant environment.
The results have shown that this way of engaging with the consumer is successful and from only a week’s live campaign we are seeing high statistics of engagement, even seeing 75% of unique users viewing the content more than once.