This is a very clever marketing campaign, spotted in Digital Sign Age, to drive animal adoptions from a London shelter.
Called Looking For You, the recent campaign used the digital screens at the Westfield Stratford City in London to run a series of triggered videos that gave some shoppers the sense a very cute little dog named Barley was following them, looking for new owners. The campaign also used a hashtag and dedicated website.
The screens play their normal loop of content and ad spots, but when people pass by carrying a leaflet handed to them outside the shopping center, that pamphlet has an embedded RFID tag that gets picked up by what must be an industrial-strength, long range reader and triggers the media player to play a specific spot with Barley.
It’s both simple and sophisticated way of using Internet of Things data.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.