Rugby series kicks TV deal into sports arena

INTERACTIVE technology developed by a Stoke firm is to make an appearance at the Millennium Stadium during international rugby matches.

Canditv, developed by Data Driven Logistics, allows people to control public screens by using their mobile phone as a remote control.

The technology is being put to use on the giant screens at Cardiff's Millennium Stadium during next month's autumn International Series, when it will play host to 76,000 fans every week as Wales take on New Zealand, Samoa, Argentina and Australia.

Supporters will be able to use the screens to vote for their man-of-the-match as well as choose a name for a new bar at the stadium – they can use their mobile to vote for their favourite from a list of four provided by the Welsh Rugby Union.

Each participant will then receive a text message thanking them for taking part and a promotion which can be redeemed at the stadium that day.

Data Driven, which is based on Campbell Road, launched Canditv last year and has already won deals with Stoke City, local authorities and tourism firms, but the Millennium Stadium contract is its first outing in international sport.

Managing director Kevin Griffiths said: "We are delighted to be working in partnership with the Millennium Stadium to bring this innovative experience to Cardiff and international sport for the first time.

"It is a fantastic setting with a unique atmosphere and the opportunity for us to provide a passionate crowd with the chance to have their say is a very exciting prospect."

As well as the Millennium Stadium deal, Canditv is also being installed at a high-profile location in Manchester city centre.

Data Driven has signed up to a partnership with outdoor clothing firm The North Face and City Gateway Media, which owns a giant nine-storey digital media screen outside Piccadilly Station.

It allows shoppers to call a local rate number displayed on the screen, play a simple interactive game and then visit the nearby North Face store, in Deansgate, to collect a prize.

The promotion was first run on Saturday from 12pm to 4pm, and it is being repeated this weekend.

At 12pm, a Bluetooth message is sent to anyone within a 200 metre radius of the screen, encouraging them to take part.

Mr Griffiths said: "Our interactive screen solutions can now be found in a growing number of locations nationally, but this is the first time we have linked a retail-focused campaign to a large city centre screen and we are very excited about the project."

Lisa Batchford, marketing controller for The North Face in the UK, said she is confident the promotion will help to increase footfall.

She said: "We have used the screen previously for pure advertising purposes, but now we have an opportunity to create a whole new retail experience."

David Lamey, chief executive at City Gateway Media, added: "The opportunity to work with both Canditv and The North Face on this campaign was of great interest to us.

"Our screen is iconic and well-known to the people of Manchester.

"But the ability to make it interactive brings a whole new dimension to it, and is a very attractive proposition for our clients."

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