Modern Marketing

Location-based offers launched via London Wi-Fi hotspots

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By The Drum Team | Staff Writer

May 9, 2012 | 3 min read

A new offer-based media platform will see mobile vouchers offered in central London via free public Wi-Fi for the first time in the UK.

UK Wi-Fi provider Spectrum Interactive and location-based media company Selective Media have partnered to launch the platform, which will display deals to shoppers as part of the log-in pages when they connect to public Wi-Fi using a mobile or tablet device. Users will then be granted free access in exchange for selecting a free promotional offer from one of the brand and advertising partners.

Offer platform

Following the initial rollout of the service across Spectrum’s central London “FREE Street WiFi”, which includes Oxford Street, plans are in place for a London-wide and national expansion.

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Daniel Gray, commercial director at Spectrum Interactive, said: “People have come to demand connectivity 24/7, but 3G doesn’t always live up to their expectations. Our street Wi-Fi network fills a void, offering broadband-style speeds in some of central London’s busiest areas.”

“For brands and advertisers wanting to get targeted messages and relevant offers directly into the hands of consumers on the move, this service represents a superb and cost-effective opportunity. Spectrum Interactive has been a market leader in monetising public internet access for 11 years, and this new media model is set to create an innovative way for brands to engage and reach their target markets.”

For the initial launch, the areas of Oxford St, Tottenham Court Road, Bloomsbury, South Kensington, Knightsbridge, Mayfair, Lancaster Gate, Bayswater, Westminster, Sloane Square, Victoria and Marylebone will be activated.

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