Verizon Wireless has signed as the first non-alcoholic brand to advertise on an interactive jukebox network, following in the footsteps of such brands as Heineken, Stolichnaya vodka and Southern Comfort.
Ecast, Inc. operates a network of touch-screen digital jukeboxes in more than 5,000 restaurants, bars and taverns across the country and was showing off its wares at the AAAA conference last week. The service features a variety of interactive ad types that appear as customers play songs on the jukeboxes. The interactive format allows for marketers to capture personal data and run any number of promotions including sweepstakes, games and contests as well as surveys. Clicks and other data are captured and tracked by Ecast, which charges on a CPM basis.
Verizon began its market-specific promotions two weeks ago to promote its new V Cast Music Service in areas where the service is available. The brand purchased all inventory types including an animated, flash, jumbo banner, an interactive sponsorship button and tower ad that link to a mini site with more information about the service. A 30-second Verizon video “attract” loop begins to play when the screen is left unattended.
Heineken, a repeat client, just ended a six-week promotion tied to its sponsorship of the Grammy Awards. As part of the campaign, it offered an interactive music trivia contest on the jukeboxes where players had one minute to answer five questions. Fifteen percent of the people using the jukeboxes played the game, said Chris Scott, senior director of business development and advertising for San Francisco-based Ecast.
As part of its jukebox promotion, last year Southern Comfort ran a sweeps dangling SanDisk MP3 players and a subscription to the Rhapsody Music Service. Southern Comfort added to its database by collecting first and last name, date of birth, ZIP Code and e-mail address from all players.
The jukeboxes are in more than 6,000 locations in all 50 states. Ecast was founded in 1999.
The AAAA Media Conference and Trade Show, held in Orlando, ended Friday.
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