Ogilvy Showcases New Public Playing Technology

The Lab, in London’s Canary Wharf, is where Ogilvy demonstrates the latest and most innovative digital and mobile marketing technologies.

Public Playing technology turns audience mobile phones into remote control units for giant screen computer games. The technology offers brands a bespoke platform to interact with consumers in an engaging and entertaining way using competitions, promotions and spot prizes to drive consumer awareness.

Here’s how it works: A branded computer game is broadcast in real-time to an LCD or large event screen in a public space. Any mobile phone user nearby can connect to the game via Bluetooth and download the remote control application free of charge. The mobile phone keypad then acts just like a remote control allowing participants to play the game on the big screen with or against other users.

“We take our phones with us everywhere - they are right up there with money and keys when we leave the house,” says Scott Seaborn, Head of Mobile Technologies at Ogilvy Group UK.

“Public Playing takes advantage of the power and availability of our mobile phones and lets companies and brands interact with their audiences in a fun and creative way. It’s a great addition to the showcase at Ogilvy Labs,” concludes Seaborn.

Graham Rivers, CEO of WIN plc adds: “We are excited by the potential for Public Playing. The Ogilvy Lab - well known for hosting the cream of innovative mobile marketing technology - is a tremendous showcase for the service.

“Public Playing delivers a compelling audience participation experience. This offers tremendous value to brands looking for new and creative ways to engage with their audience while out and about at events or at travel and leisure locations,” says Rivers.

Public Playing can be customised to suit the individual needs of a brand in order to drive brand recognition, use and loyalty. For instance, brand logos and products may be custom-built into games, and public games can incorporate prizes to add drama and interest to an event or occasion.

WIN enables companies to use mobile services to improve business efficiency, grow revenues and reduce costs.

Extrajetzt Public Playing combines online and mobile marketing with out-of-home media and provides interactive content for large screen displays.