BlackBerry: Free WiFi on the Beach
Our company has taken the exclusive advertising rights on the public beaches of Dubai and we installed changing cabins which can be branded by advertisers which is the classic way of outdoor advertising. In comparison to other locations the beach is a high dwell time zone, where people spend in average 4 hours. This fact and and the advertisers demand to interact with its target audience on a SoLoMo level triggered us to integrate solar powered 4G/LTE WiFi hotspots in our changing cabins. The advertiser now is sponsoring free internet access to the beach visitors. The system works on a social wifi basis and allows companies to capitalise on the benefits of social networking. Anyone using the internet service on the Beach is required to simply ‘like’ the relevant Facebook page or ‘tweet’ about their location to gain access. Once connected, demographic and engagement information from users can be gathered which allows the business to understand who is visiting and using the hotspot, how long they are online, as well as their age, gender and any other relevant information that they offer in their social networking profile. The first brand using this opportunity was BlackBerry promoting their Q model and also BBM for iOS and Android.
Advertising Agency: Beach Chameleon, Dubai, UAE
Additional credits: Kaan Savul
Published: December 2013