Monster Media, which operates interactive digital displays in high-traffic venues, is integrating transactional functions into its installations in airports, the company announced last week.
The first such transactional display went live at London’s Gatwick Airport during the Summer 2012 Olympics: Tesco, a British supermarket chain, created a “virtual grocery store” in the airport, combining eye-catching digital displays with a smartphone app that together allowed passers-by to peruse a virtual refrigerator and purchase foods remotely for later home delivery (which could be scheduled up to three weeks later).
According to Monster, over two weeks about 3,800 people shopped at the virtual grocery store, with an average interaction length of 4.6 minutes.
The Monster campaign for Tesco is reminiscent of a U.S. campaign executed by Titan for Peapod earlier this year. Although it doesn’t have the same kind of interactive DOOH component, the Titan campaign, using static assets in Philadelphia mass transit facilities, invited commuters to scan a mobile QR code to download the Peapod app, and then shop from a selection of frequently purchased grocery items, which could also be scanned with a mobile device to add them to virtual shopping cart.
A similar promotion was executed by AllRecipes.com in Los Angeles, with static displays showing the most popular local food items (the most searched-for recipes), alongside QR codes. The app allowed commuters to create a shopping list that could be accessed at the store via smartphone or using the AllRecipes.com Dinner Spinner app.