Eurostar, the high-speed passenger service linking London and mainland Europe, has chosen to integrate social media with real-time outdoor advertising to build customer loyalty.

The company, which has worked on a new live platform, Eurostar Live, which is running across outdoor and digital media, stated that it is the first time a major brand has adopted this form of marketing, in which social media is integrated with large-scale advertising. The platform brings social media commentary by the general public about Eurostar’s destinations to 363 public display screens across London and the South East. It’s designed to highlight and bring to life hidden gems in Eurostar’s destinations, starting with Amsterdam.

Source: We Are Social

Eurostar believes that social engagement needs to run through its entire business, with customers openly sharing their experiences to help inform other Eurostar travellers.

“We believe that in getting this right, we can in turn enhance the power of conventional channels to drive acquisition and customer loyalty,” said Lionel Benbassat, director of marketing and brand at Eurostar. “Our challenge is to ensure that social engagement runs through every customer touch point across the business, and the delivery of Eurostar Live is the first manifestation of that approach.”

The platform forms part of a new campaign promoting Eurostar’s service to Amsterdam via Brussels.  Eurostar Live is the next phase of Eurostar’s ongoing strategy to integrate social media across their business to help build customer loyalty. It was created as part of their focus on expanding their business to help travellers connect to exciting new destinations across Europe. The Amsterdam campaign will be underpinned by Eurostar Live content which will support the strapline `Now from the heart of London to the soul of Amsterdam’ created by Fallon.

Running across numerous formats and with circa 4000 executions a day, Eurostar Live will be truly interactive - driven via Facebook and Twitter updates enabling unique executions. As a real-time and multi platform system, an image uploaded online can be re-purposed immediately to run on underground cross–track projections and digital executive channel LCD screens, and comments from bloggers can be live on screen in minutes, according to the company.

The live platform allows for real-time updates about Eurostar’s London – Amsterdam service, including a countdown to the next departure time as well as onboard updates throughout the journey. 

The Cloud and Compass has developed the platform, with Arena Media and Posterscope providing media planning and buying support and We Are Social delivering the social activation.

We Are Social, on its blog, shared that bloggers have been visiting Amsterdam and will be sharing the various things they’ve discovered – to inspire commuters viewing the Eurostar Live screens to visit Amsterdam.