London Taxi Advertising has been appointed to produce the specially designed London Ice Cab in celebration of Broadgate Ice’s 2012/13 skating season, which runs until 24th February. Circling the city centre, the Ice Cab combines outdoor and digital promotion by allowing budding skaters the opportunity to win two-for-one skate vouchers if they snap an image of the cab and tweet with the tag #BroadgateIce.
Young Olympic boxer Luke Campbell was present along with 100 Lord Mayor Olympic volunteers to help promote the skating rink at the opening launch by posing with the Ice Cab. The season will round off a year of sporting and royal celebrations and visitors will be able to share a piece of the celebratory action by choosing their own ‘ice-tunes’ skating soundtrack and having photos of their group posted to their Facebook pages during selected skate sessions.
Commissioned by Broadgate Ice, the City of London’s only turn-up-and-skate rink, the snowy white full wrap taxi is embellished with coloured patterns elusively depicting snowflakes, and boasts a large social media call to action using the #BroadgateIce hash tag.
The combination of outdoor central London advertising and social media interaction will allow Broadgate Ice to communicate on an expansive level, enticing passers-by with the precise text and seasonal theme. While the temperature drops through December, the idea of an ice rink will bring festive cheer to taxi onlookers and thus promote the brand publicly.
Concluding London’s triumphant sporting and royal year, Broadgate Ice will further tend to customer needs by focusing on British icons and colour schemes, and by allowing skaters to choose their own ‘ice-tunes’ to skate along to, topped off by the chance to have group photos posted on Facebook.