JanSport’s Hyper-local Ad Campaign Uses NFC and Out-of-Home Media to Connect with Music Fans

JanSport's Live Outside hyper-local ad campaign features a San Francisco-based indie band, the Stone Foxes

Hyper-local Ad Campaign Follows Indie Band’s Two-Week Road Trip from San Francisco to SXSW

NEW YORK, NYJanSport, an outdoor gear brand has launched a hyper-local ad campaign featuring a San Francisco-based indie band, The Stone Foxes, that chronicles the band’s two week journey across the southwest on their way to attend JanSport’s Bonfire Sessions in Austin, Texas held during SXSW. The Stone Foxes hit the road in March to support their latest full length release, Small Fires with stops that took them from coast-to-coast with a return back to San Francisco’s legendary Fillmore on May 4th. JanSport’s ad campaign, “Live Outside.” is designed to raise brand awareness and reach music fans and on-the-go consumers using a combination of interactive mobile connectivity and traditional out-of-home advertising.

JanSport’s Live Outside campaign was developed by Kinetic and Blue Bite, a provider of interactive mobile solutions. The campaign is deployed across CEMUSA newsstands and transit shelters use Blue Bite’s mTAG, which embeds an NFC tag on the surface of posters and objects and prompts consumers with NFC-enabled smartphones and tablets to tap their mobile device to download and view custom video content created for JanSport’s campaign, as well as listen to free music from sponsored bands. Each poster also has an accompanying QR Code that provides an alternative method to access the content for consumers without an NFC-enabled smartphone.

“JanSport’s Live Outside creative provided a great opportunity to add mobile amplifications. By partnering with Blue Bite, we’re able to obtain real-time measurement and understand the consumer impact of this campaign.” said Maureen McCloskey , Group Director at Kinetic WorldWide.

Creative development for JanSport’s Live Outside campaign was created by TEAK Digital, a San Francisco-based content developer that focuses on live-action production, interactive, and visual FX. In addition to New York, JanSport’s Live Outside out-of-home campaign is  running in Mexico City, Montreal and Vancouver. Online advertising can be seen on YouTube, the Google Display Network, Twitter, Facebook, and Tumblr.

NFC Enabled Smartphone“Mobile integration gives JanSport the opportunity to make a more meaningful connection with our audience by layering in content, music in this case, that adds value, enhances our brand message and encourages deeper consumer participation with the Brand,” said Courtney Blacker, JanSport Brand Director.

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Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.

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