The trial involves encouraging people to broadcast romantic messages uploaded via a Facebook page which are then streamed to LED screens mounted on top of a London black cab driving around the capital.
Those taking part in the trial can target loved ones by specifying their message is displayed in the vicinity of a specific address such as their significant other’s office or where they plan to spend the day together.
EHarmony’s branding will appear beside the messages and will promote the opportunity for singles to communicate via the site around Valentine’s Day.
The cab will spend today driving around the capital with a photographer who will upload images of the messaging, along with those of passersby, to social media channels.
Celia Dixon, eHarmony PR manager, says the brand is taking part in the location-based trial as a means of demonstrating itself as an innovator “to capture the imaginations of Londoners on one of the most romantic days of the year.”
The online dating site has partnered with outdoor media firm BrightMove Media whose TaxiCast service lets brands target specific areas of the capital using GPS technology to stream messaging to its LED screens.
For instance, tourist attractions or large department stores can target audiences in specific areas in order to drive footfall to their outlets.
BrightMove Media is in the final stages of receiving approval from TfL to officially debut its brand of location-based, digital advertising with a full roll-out scheduled for Spring 2013.
In the interim, BrightMove is signing up black cabs to place its signage on top of their vehicles and offering advertisers 40 second loops, which are then sub-divided into 5 second slots, with media agencies including Mindshare, Kinetic, and OMD understood to be involved in such discussions.