C4 digital hoarding lets mobile phone owners play games

By MORGAN HOLT, campaignlive.co.uk, Friday, 15 August 1997 12:00AM

Channel 4 is pulling down its hoarding in Waterloo station and replacing it with a four-screen poster that interacts with commuters via their mobile phones.

Channel 4 is pulling down its hoarding in Waterloo station and

replacing it with a four-screen poster that interacts with commuters via

their mobile phones.



The old-fashioned LED that displays Channel 4 listings will make way on

15 September for four Fujitsu screens controlled by a Silicon Graphics

computer that is linked to the telephone network.



By dialling an 0800 number, computers can listen to live broadcasts as

well as play games visible on the displays.



Wendy Lanchin, Channel 4’s head of marketing, said it is the games that

will be most likely to keep people watching. The fourth screen of the

digital hoarding will be showing Pong, the 70s tennis game that gave

birth to the electronic games revolution.



Up to ten players can use the keys on their phones to control the ’up’

and ’down’ movements of the on-screen icons.



The other screens will show live broadcasts, listings, Channel 4’s

programming and a mixture of third-party content - all with individual

audio that can only be accessed through the phone.



Julian Ellison, director of Red Fig, the London-based company that put

the idea to Channel 4, sees a phone-based future for advertising, partly

because the audio is so personalised, but mainly because of ease of

access.



’Everyone has a phone, so no-one needs to buy anything. We can get up to

30 people dialling in and there’s no reason we can’t increase that if we

need to,’ he said.



He added that the poster can also record every keystroke and telephone

number, giving it an individuality, interactivity and accountability

that the Internet could only hope for.



This article was first published on campaignlive.co.uk

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