A new advertising campaign to promote the MuchMusic show Gossip Girl is targeting college and university students through smartphones and other mobile devices.
Advil, MuchMusic and MEC are partners on the eight-week campaign, deployed in colleges and universities that are served by digital agency Newad, and its digital signage Campus Network.
Students at participating educational institutions in Toronto, Edmonton, Calgary, Vancouver, Winnipeg, Regina, Charlottetown and Halifax can use a 'Near Field Communication' (NFC) equipped smartphone to interact with campaign installs to win show related prizes, receive discount purchase coupons and connect with live chat and Q and A sessions, campaign managers described.
"This is a national campaign enabled over Classic boards and Big Backlits," added David Vance, Director, Sales, Indoor Advertising – Central Canada for Newad.
The NFC wireless communication system allows users to make mobile payments or transactions by simply bringing their mobile phone close to the transmitter, in this case indoor advertising, which interacts directly with the device. A QR Code will also be enabled for users of this technology.
"For more than two years, Newad has consolidated its expertise to provide optimal solutions to advertisers using NFC technology. Thanks to the contribution and creativity of our digital development team, we continue to be among the leaders in this field. Our objective remains to bring our campaigns in line with the lifestyle of our consumers, the Young & Affluent, who are more enthusiast users of smart technologies and devices than the average Canadian," said Newad’s expert in NFC technology, Jerrid Grimm, Vice President, Client Service, and Regional Manager – Western Canada.
Gossip Girl airs on MuchMusic on Mondays; episodes are also available online.