Bus 2.0

The excellent Springwise newsletter today reports a new campaign for Yell.com that it claims is the first to incorporate GPS technology.

“London buses will soon carry the world’s first GPS advertising. Yell.com has retained 25 buses outfitted with digital LED panels that will show messages matching the bus’s geographical position.

Yell.com is using the GPS panel system as part of a five-month campaign to raise awareness of its local search facility. Besides intelligent buses, the campaign also includes knowledgeable bus shelters: interactive screens on bus shelters will highlight local shops, restaurants and bars and help users find their way.”

This is rare – a ‘media first’ that is really rooted in the brand, not just executed for the sake of being first. It’s a smart, clever and very PR’able idea that should achieve a level of talkability unachievable through a more ‘standard’ campaign. Excellent idea – wish I’d thought of it.


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