Billy Elliot The Musical is to be the first brand to trial a new advertising platform called iTaxitop that beams advertisements over the mobile telephone network directly to video screens on the roofs of taxis in London.
Eyetease Media, the company behind the technology, is planning to roll the platform out to all major cities. The unit fitted to the roof of the vehicle has two screens facing opposite directions, and the advertisements it carries can be controlled remotely from a computer and updated instantly over 3G, the fastest data transfer technology currently widely-available in the UK over the mobile 'phone networks.
The marketing company AKA is behind the Billy Elliot campaign, and the company's head of media Paul Smith said, "As the leading marketing agency for live entertainment, we are always looking for new and exciting ways to promote our clients and shows to the largest possible audience. We’re delighted that Billy Elliot The Musical was able to be there first with this new initiative, and we will continue to consider the iTaxitop as a part of our outdoor campaigns throughout the year ahead.”
Image © Eyetease Limited