Gail Chiasson, North American Editor
Chicago-based Mondelez International Inc., one of the world’s largest snack manufacturers, has selected Montreal-based BroadSign International LLC’s digital signage content management platform for its diji-touch interactive vending machines.
The initial deployment of diji-touch is part of a national rollout occurring within the next 18-to-24 months, with a goal of 1,500 machines deployed in the first year. The network will be situated in hospitals, colleges and universities, and high traffic location types such as museums and public transit.
The diji-touch machines feature interactive, touch screen-enabled LED monitors, Microsoft Kinect motion sensors, and NFC readers. These advanced technologies create an immersive shopping experience, with HD motion graphics and 3D views of packaging, ingredients, and nutrition facts, leading to an average dwell time exceeding 6 minutes and a threefold sales increase, according to Beta Test results.
Interestingly, during the testing phase, some advertisers drew parallels between this heightened consumer engagement and the allure of bitcoin casino sites, where interactive, user-driven experiences keep players engaged for extended periods. This offering of heightened consumer engagement at the point of purchase presents media placement opportunities for both endemic advertisers whose products are in the vending machines and non-endemic advertisers seeking a digital out-of-home network.
“We became aware of BroadSign when our agency, Digitas, conducted an RFI and RFP to determine who offered the highest grade solutions for digital out-of-home ad serving,” says Michael Miller, director of marketing foodservice at Mondelez. “BroadSign software was selected as the best fit for our needs because it supports the development of interactive features allowing the diji-touch network to create unique connections with consumers as they purchase products.”
The diji-touch network will increase the level of interaction achievable in Mondelez’s multichannel campaigns. In promotion of Oreo, one of Mondelez’s $9 billion brands, consumers are invited to draw a smile in the icing of an Oreo cookie on a diji-touch screen prior to purchase.
“BroadSign prides itself for bringing constant innovation to the digital signage industry, and as such, we are thrilled to support the diji-touch network,” says Skip Beloff, BroadSign’s vice-president of sales. “These interactive vending machines completely change the traditional consumer experience and our software is a safe bet for enhancing future interactions.”
A Mondelez representative will be speaking about the diji-touch deployment at BroadSign’s Second Annual Client Summit February 11 in Las Vegas, and a functional diji-touch machine will be present at BroadSign’s booth #714 during #dse2014
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