By: Ann M. Mack
Local, National Brands Sign Up
by Ann M. Mack
Adweek IQ)Vindigo, the New York-based developer of personal navigation
applications for handheld devices, has begun a 10-week beta trial of
its Mobile Advertising Affinity Program, the company said Monday.
Started last Tuesday in New York, the program enables users to receive
promotions – such as discounts, free pizzas and jewelry appraisals –
from national and local merchants.
Trial participants range from international brands such as HMV Music
Stores and Crunch Fitness to local outlets such as Blades Board and
Skate and Art Bar. Merchants are also co-marketing the service.
Vindigo is already distributing local arts and entertainment
information to handheld devices from newspapers including The New
York Times, The Washington Post, and the San Francisco Chronicle.
Also Monday, Vindigo named advertisers participating in its
location-sensitive program. Advertisers – including American Express
Blue for Business, Braun Syncro System, Finlandia Vodka, Halls and
Palm Inc. – have developed ads specifically for the Vindigo service.
For example, Finlandia’s campaign, tagged ‘What’s the best way to
get a bartender’s attention,’ provides a cocktail recipe when users
tap the ad for more information.
‘The affinity program delivers on the promise of the location-based
advertising model we conceived when we developed the Vindigo service,’
said CEO Jason Devitt, who added that ads reach consumers ‘at the
moment of decision making whether they are looking for a place to eat
or the nearest sporting goods store.’
Users can cash in on special offers by showing the ad on their device
to the sponsoring merchant.
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