How Volkswagen Tricked Movie-Goers Into Using Their Phones For A Life-Saving Lesson
It's not worth looking at your phone while driving. This video proves it. Also, read how Volkswagen sent a location SMS or "location-based message" to the viewers inside the cinema.
By Sadho Ram — 11 Jun 2014, 04:58 PM — Updated over 10 years ago
We know that texting while driving is bad. We know that texting in the cinema is bad. Volkswagen wanted to remind us of both, so they created a PSA.
It was an interactive PSA called "Eyes on the Road" created for a movie theater in Hong Kong. The ad begins with a first-person view of car on an empty road.
The theater then uses a location-based broadcaster to send texts to the moviegoers, while the driving footage continues to play on screen
While audience members are busy checking their phones, the vehicle on-screen crashes — jolting the crowd into realising their texting and driving mistake
The ad ends with the following message: "Mobile use is now the leading cause of death behind the wheel"
While it's a brilliant way to make people think about texting and driving, it also makes us think about the insidiousness in location-based communication. So, how did Volkswagen send a location SMS?
In Hong Kong there are different rules on sending messages to mobile users than in other countries, so it is important to follow FCC rules, CTIA guide lines and MMA best practices. Volkswagen used a location based broadcaster and sent messaging to patrons with bluetooth on, but sending a message to make a strong point as a public service announcement is going to be received differently than a spammy sales message, so you might want to think twice about investing in one.
cnet.comHow does one send a location-based message without invading a mobile user's privacy?
The simple answer is, Ask. Location aware text messaging services such as Thumbvista’s requires a opt-in by the mobile user requesting the use of their location. This is a good thing, a study was recently conducted by Urban Airship showed that 62% of those surveyed agreed to share their location for relevant messaging, meaning they want to hear from that product or service provider.
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With other varies forms of location based advertising all that is required is to used an application with location services on and agreeing to receive messaging. A bluetooth broadcaster most likely sent the message to the refined area in a close proximity such as a theatre and by using BLE or low energy bluetooth devices or wifi micro indoor location triggered messaging can occur via mobile web or application.
thumbvista.com
Marketers can use applications and mobile GPS to trigger messaging in a general area a little larger or non-application geofencing can be used to send a message to an even larger general perimeter. The main takeaway from all of these methods is to get permission before you send a location based message to avoid the any privacy issues.
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Creative messaging is hugely effective when tied with relevance. Whether the use of timing or location provides more relevance depends on the strategy, but Volkswagen created a remarkable PSA that has went viral and hopefully does what it set out to do, not sell cars, but to inform mobile users on the dangers of texting while driving.
thumbvista.com