Top Up Your Brain With WIRED
Adrian J Cotterill, Editor-in-Chief
WIRED last month signed a branded content deal with JCDecaux, with creative by Hurrell Moseley, Dawson Grimmer (HMDG), aimed at engaging the travelling public this August, using WIRED editorial across digital screens on roadside and in national rail stations in the UK.
1,979 Bagel Related Injuries in the US last year
In a media first, the branded editorial content will cover (the former Titan) Transvision screens and digital 6-sheets at railway stations nationally, and on Decaux’s Primetime digital screens across London.
Jean Faulkner, Marketing Director for Condé Nast told us “Making use of the clever, engaging content WIRED offers, this ‘brain food’ project will really stand out, making a connection with the WIRED commiteds, as well as introducing the brand to those ripe to be converted … and now WIRED sharing a taster of its addictive content in a campaign that has the potential to achieve more than 35 million impacts, the brand continues to challenge and innovate.”
The creative delivers an opening frame of a pulsing brain, with the message “Get smarter with the WIRED Index”, then the fact appears on screen with a strong visual, and the closing frame directs people to “Top up your brains at WIRED.CO.UK”.
James Power, Director of IDEA at JCDecaux, told us “This branded content project with WIRED will create a dialogue with our travelling customers. It’s fantastic to see a brand using JCDecaux’s digital flexibility to bring updated daily facts to consumers when they are out and about in the summer. This will create a daily appointment to view and will drive the public online to WIRED.CO.UK to find out more.”
The WIRED Index is a regular feature in the magazine, with the magazine selecting startling figures to share every month, such as 19.78% is the percentage of UK divorce petitions that cite Facebook as a factor based on a sample of 5000 divorces; 545 million being the number of connected mobile phones in India; 97.3% is the accuracy of Twitter chat in predicting new films’ opening-weekend takings, based on a model by HP Labs; and 100 is the number of lightning strikes that occur globally every second!
August 4th, 2010 at 16:56 @747
The campaign WIRED has created using digital screens demonstrates the growth of the medium. Not only does WIRED have the potential to achieve more than 35 million impacts, these will be valuable customer engagements as viewers will likely remember the ad content and brand. What’s more, the digital signage used by WIRED in this campaign will allow the brand to engage out-of-home consumers that are sometimes difficult to reach through in-home channels such as television or the internet. WIRED’s use of digital signage as the sole driver of its promotion demonstrates that the medium is no longer a supplementary medium, but is becoming the main focus of large campaigns. For additional discussion on digital signage, DOOH and advertising follow us on Twitter @A2aMEDIA.