Background

In March 2008, EcoMedia, a world premier environmental media company, announced a new retail marketing partnership with Kimco Reality Corporation (NYSE: KIM), North America’s leading owner and operator of neighborhood and community shopping centers, with nearly 1,000 properties under management.

Challenge

There was a strong need for a program designed to provide opportunities for advertisers to reach consumers where they shop while making a positive impact on the environment. A significant portion of revenue generated by advertising placement could be used to help fund local environmental programs such as solar panel installations, hybrid car fleets, lighting retrofits and greening projects. As a result, the program will directly affect quality of life, at no cost to taxpayers.

Solution

The integrated program offered advertisers opportunities to reach consumers via three components:

• Retail backlit displays featuring a 40-in. wide by 50-in. graphic area, installed in highly visible and highly trafficked locations such as pedestrian walkways
• Video advertising that’s incorporated into a 10-minute programming loop featuring high impact EcoMedia content that informs, educates and entertains consumers about environmental issues
• Interactive, on-demand mobile coupons delivered directly to consumers’ cell phones via text messaging, providing shoppers on-demand access to promotional offers from retailers and manufacturers

The interactive platform, provided by Aerva, Inc., combines digital display capabilities with a mobile application that powers content and integrates promotional offers delivered to consumer mobile phones. Shoppers can present these offers at the cash register of participating retailers for redemption. Offers can be updated in minutes on any and all kiosks through the company’s use of the Aerva system.

The interactive content for the kiosks is produced in conjunction with Worldwide Pants Incorporated, the Emmy Award-winning production company created by David Letterman.

Results

The program would include several backlit media advertising displays and four interactive media kiosks with property directories will in each shopping center. “This is an ideal partnership that combines Kimco’s desire to bring new advertising opportunities and technologies to their tenants with our mission of using advertising dollars to do something they have never done before – clean up the environment,” said Paul Polizzotto, EcoMedia CEO and Founder. “This effort is a win-win for everyone, including Kimco retail tenants, consumers and more importantly, the environment. The more signs that are installed, the more environmental benefits we can deliver to local communities.”