CBS Outdoor partners with BlisMobile to bring Bluetooth to 100 London buses


By The Drum Team, Editorial

December 12, 2011 | 2 min read

A partnership between CBS Outdoor UK and BlisMobile will see Bluetooth introduced to 100 London Buses in the centre of the city.

Bluetooth units will be installed on the buses which operate central London, including Oxford Street and Regent Street, allowing bus commuters to download messages and bespoke content to their smartphones.

The units will work alongside the interior advertising campaigns on the bus to alter commuters to the application, where passengers will be invited to turn on their phone’s Bluetooth function to receive a free message in order to download bespoke content onto their handset.

The Bluetooth rollout follows a successful trial for campaign with Walker’s Crisps, Lynx and Cornetto.

Jason Cotterrell, country director at CBS Outdoor UK, said: “Bluetooth perfectly complements those who want to engage on a one-to-basis with an audience on the move, whilst not disturbing other bus commuters who don’t wish to be. The introduction of Bluetooth not only provides a re-energised interactive interior communication tool but is something that can be monetised too. The combination of extended dwell time and the ability to interact with commuters will also make this the perfect platform for engaging with visitors during the 2012 Olympic period. In the future, we hope to see a wider roll-out, possibly nationwide, as advertisers see the benefits of this communication method.”

Charlie Smith commercial manager at BlisMobile, added: “The integrated Bluetooth bus campaign we’re running with CBS Outdoor UK is a really effective way to distribute media content direct to consumer’s mobile phones. This partnership with CBS Outdoor UK allows us to create a unique and engaging experience for the bus commuter, which in turn brings them much closer to the campaign.”

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