IPM is launching a Bluetooth zone in Victoria Station to promote the upcoming show.
The campaign, which launched yesterday (Monday), will give fans the opportunity to download promotional material only if they choose to, unlike other campaigns that have directed material to anyone with a Bluetooth-enabled handset passing through a specific area.
The 7m x 7m area is backed by highlight panels, six-sheets, digital Transvision screen and Titan Outdoor's digital six-sheet. The campaign also features roadside, rail and Underground advertising, as well as banners. It follows Sky's successful trial of Bluetooth technology to promote the most recent series of Lost.
Paul McCormack, IPM account director, said: "We're reaching Discworld fans with premium out-of-home formats, but the Bluetooth zone gives us an opportunity to interact with them."
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