BBC Worldwide is backing the Doctor Who Experience with a mobile Wi-Fi service exclusive to Olympia, enabling visitors to receive redeemable coupons for use in the Doctor Who shop, enjoy an immersive browsing experience with the aliens, monsters and storylines at the show.
Provided by retail and brand experience specialists Brandnew Corporation, is the first time an event at Olympia has used a closed loop Wi-Fi platform to enable mobile content to be distributed this way.
From a special offers area, users download promotional barcodes which are then swiped at the checkout reader in the usual way, with price reductions shown at the till and on receipts. The wireless service is security encrypted and much faster than any 3G network.
Much of the material for download is exclusive to the Doctor Who Experience with a wealth of facts, figures and information. A special subtitling service can be accessed for the deaf, ensuring the Experience – led by the Doctor’s own vocal commands – is just as meaningful.
Brandnew Corporation managing director Alex Johns said “The Wi-Fi platform will considerably enhance the immersive experience for all Doctor Who lovers while maximising footfall and sales in the shop. It is an important part of our ‘from the till backwards’ approach to retail planning.”
Ian Wickham, head of BBC retail development, licensed consumer products UK/EMEA, said “Some of the innovative plans we have, in particular with regards to new technology being applied at the Experience, are state of the art. This technological aspect of Brandnew’s capability made the agency a perfect fit for the Doctor Who Experience.”
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