Consumer broadcasting the next thing for clubs

In an attempt to capture the attention of the ‘spend happy’ 18 to 30-year-old market, Fremantle-based DataData Advertising and Entertainment Pty Ltd has developed a new interactive concept in advertising for Perth’s busiest pubs and clubs.

The concept allows patrons to send images from their camera phones that are then played in a live slide show on two LCD screens. Advertising will be also featured on a separate screen located between the two audience-capturing screens.

DataData director Adin Lang told WA Business News the company’s goal was to launch it on the Perth scene and look to expand the concept into the eastern states in the near future.

“There is a trend in advertising where the consumer is leaning towards being a broadcaster themselves through the likes of myspace on the internet,” he said. “We wanted to capture that market.”

The images may include friends, portray funny stories or personal jokes. Prior to display, the images will be vetted to make sure nothing inappropriate is screened.

Mr Lang said the type of advertising displayed would include universities promoting enrolment campaigns, government health campaigns and mobile phone planners.

“We have met with a large number of venues in Perth and all have been very enthusiastic about this,” he said. “The idea was to get everyone on board so that if it works well, then it would limit competition in the Perth marketplace.”

Mr Lang said he had produced a concise schedule that ensured DataData would be at Perth’s most popular venues throughout the week.

“Advertisers will be able to promote themselves across Perth seven nights per week to the busiest pubs and clubs we have,” he said.

Mr Lang said he had the interactive idea more than a year ago, only putting it into action during the past four months.

The product was launched last week at the Llama Bar in Subiaco.

DataData, established in 2005, initially offered scootdata, which involved placing advertisements on hire scooters throughout Fremantle.

The company also offers dunnydata, advertising for restrooms throughout Perth’s pubs and clubs.