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Unilever digital marketing trial launches

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By John Glenday | Reporter

March 5, 2012 | 1 min read

Unilever will today launch a digital marketing trial in Reading to advertise Lynx, Vaseline, Toni & Guy and Magnum via the towns NFC and QR enabled six sheets.

Intended to foster consumer interaction with these brands the month long campaign is being trialled in partnership with JCDecaux and Kinetic.

Displayed on bus shelters and other prominent locations around Reading town centre the displays will allow consumers to access brand content such as electronic coupons, competitions and bespoke product information simply by scanning the ads with their smartphones.

Richard Brooke, Communications Buying Manager at Unilever UK said, “Today’s marketing is increasingly about finding ways to have conversations with our consumers, rather than using traditional one-way forms of advertising and promotion.

“This trial is a test-bed to understand the way in which we can use smartphones to open up new ways of enabling brand interaction. If the trial proves that consumers enjoy this interaction, it could shape the future of marketing. It’s an exciting time for advertising and we’re pleased to be leading the way in this exploratory trial.”

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