As part of the national campaign, comprising 300 ad panels in London and Leeds, consumers can opt in by texting ‘KFC' to a shortcode number. The service will then locate the user, search a database for the nearest KFC and send its address and a map to the user's phone.
Walker Media and Clear Channel Outdoor coordinated the planning for the campaign, which KFC hopes will boost both footfall and brand awareness.
Several mobile operators have experimented with mobile outdoor campaigns using Bluetooth, but Clear Channel hopes its Interact service, which it has launched across its 70,000 sites, will reach a wider cross-section of consumers.
This article was first published on Marketing