Using wireless technology connected to billboards, CBS will beam 30-second clips of fall shows to consumers’s PDAs or cell phones.
CBS today announced plans for the first network television marketing initiative that combines the outdoor advertising with wireless distribution. Beginning this September, mobile users will be able to download free clips from the network’s new primetime lineup directly at CBS Outdoor billboard locations via MobiZone, created by Kameleon Technologies.
The billboards, which will be located in Grand Central Station in New York City, will enable the mobile user to watch a clip from a new CBS primetime series. Once the mobile user chooses to activate their cell phone or PDA, the clip can be automatically downloaded via Bluetooth connectivity and can be played on the screen of their mobile device. Downloads from the network’s four new primetime series—Shark, Smith, Jericho, The Class and the No. 1 television drama CSI: Crime Scene Investigation—can be played almost instantly. The clips can then be saved or passed on to family and friends.
Kameleon Technologies is an international mobile technology company based in Paris with offices in Cambridge and New York. MobiZoneÃƒâ€šÃ‚Â® is a turn-key hardware/software solution that lets mobile users download free brand and media content via Bluetooth. No software application is required on the user’s Bluetooth-enabled handset.
“By using new and emerging technology platforms in creative ways, we have found another powerful and unconventional means to reach viewers,” said George Schweitzer, president of the CBS Marketing Group. “This fits in perfectly with the network’s outernet marketing strategy of finding innovative ways to reach viewers through exclusive partnerships that expose CBS programming to consumers outside their homes during their daily routine or while traveling.”