CBS Outdoor launches Penn Station effort for Intel's smart TV


The future is here, all wrapped up in an interactive experience that targets consumers as soon as they enter New York’s Penn Station. CBS Outdoor, in collaboration with OMD, Outdoor Media Group and Tribal DDB Worldwide, says the multimedia campaign offers consumers their very own “Minority Report” (the SciFi Tom Cruise movie) experience in Penn Station. 

The effort for Intel’s smart TV, which seamlessly integrates Internet content, broadcast programming, personal content and downloadable apps all viewable on one TV screen, recently kicked off utilizing custom mobile apps, interactive flat screens and outdoor media.

The technology showcases the ability to recognize a consumer via an opt-in feature, welcome them by name and customize a smart TV experience based on the consumer’s preferences.

“This is a first for out-of-home media, and a look into the future on how we can connect to consumers on a far more personalized basis,” said Jodi Senese, EVP/CBS Outdoor. “Never before have we been able to offer this kind of engagement, on this many platforms to our clients. Working with Intel and their agency partners, CBS Outdoor has crafted a truly unique promotion that offers users a one-of-a-kind experience – literally.”

The promotion started 11/29 with outdoor media throughout the NYC market, encouraging consumers to download the smart TV mobile app by texting Hello to 64444. Participants will then receive a link to download an app onto their mobile phones, which will ask a few questions about the individual’s TV viewing habits and preferences.

They are then invited to Intel’s smart TV experience event in the Penn Station Rotunda Dec. 15-29. As they enter the experience a series of interactive touch screen TV’s will not only recognize them by name but create a custom smart TV experience based on the answers to the questions the individual provided when they downloaded the app.

The campaign debuts a new concept to outdoor marketing – “geofencing,” which creates virtual boundaries by physical locations and places, this time being Penn Station. CBS Outdoor’s partner Location Labs is providing the geofencing technology.

Said Tasso Roumeliotis, founder and CEO, Location Labs: “The auto detecting capabilities of our technology is enabled when an individual enters the vicinity of Penn Station NYC and automatically helps to create a personalized billboard experience for that individual. We anticipate these kinds of futuristic campaigns to revolutionize the advertising and marketing industry.”

The interactive touchscreen experience is provided by CBS Outdoor’s partner Four Winds Interactive.