Having done Brand-Entertainment (which is different from branded entertainment) in nightclubs for over 10 years, as the date stamp on this web archive shows: http://www.indiantelevision.com/headlines/y2k1/...

Above is exactly the situation or problem that I run up against with traditional advertising and marketing agencies… The notion that “advertising” and brand messaging is a passive “glue eyeballs to a screen” thing.

It's not like that at all, in this day and age. Believe me, I speak from experience (as an old school DJ and an ex VJ). The younger Generation trip out on visuals at clubs.. it goes with the music, and visuals are an integral part of clubbing for the past 5 years at least.

Yes you will get the traditional AD or Marketing guy who thinks that branding on a screen is playing the TVC in-between the visuals as many times as possible in 30 minutes to get “maximum exposure” or even worse, reading about subliminal advertising and then suggesting that the brand logo flash or strobe to the beat of the music!

Trust me, this is not the way it's done. At least this is not the way it should be done. I've successfully been doing “brand entertainment” at clubs long enough to know better. Granted it's not been a main work area, just a hobby/passion that pays money, that's why it's not been heard of mainstream. (that, and I couldn't tweet about it back then)

But the timing is ripe right now , this is 2010 where technology catches up with ideas. (James Cameron and Avatar is testament to this statement)

Now… the most important part and again this is why I suggest this article be read: http://realvision.ae/blog/2009/12/why-advertisi...

…is because I really feel that traditional advertising has been dragged on for too long in the same boring manner. This is why agencies are suddenly scrambling to wrap their brains around successful use of technology and mediums such as social networking, twitter and Augmented Reality. It's because they “think” with blinkers on..no peripheral vision or insight, only looking straight ahead.

What i'm ranting on (and hope u forgive it) about is, that Nightclubs as a targeted Digital Advertising platform does not have to be about another Screen or Digital Signage solution only – No, far from it!

In the article, I did mention other technologies that enable nightclubs ( even pubs) to be the platform of choice for targeted digital advertising

A private wifi network once setup allows the young ones to walk in with their smart phones (yes the same ones who while on the way to the Club HAVE TO update their facebook status or tweet about it). They can have access to downloads, branded and sponsored downloads of music, videos etc.

Imagine those people – todays 18 to 30 yr olds.. when they walk into a club and get free wifi access from the club network to tweet, upload FB pics live, enter virtual worlds, chat with other punters etc. THIS is where the digital advertising subtly flows in. and things like analytics and metrics in the back-end make sense.

Twitter jokes flashed on the screen, allowing them to win a free Budweiser sponsored by _______ … thats an example of non intrusive and acceptable branding by the public.

I can't go on with more free ideas but you get the gist of it.
So as an ex Dj and Vj, take it from me, the audience is ALWAYS interested in technology meeting lifestyle in an interesting manner! not the boring way that advertising has been traditionally done on screens.
You have to be living in the nightclub scene, to think creatively in that space. Just as a bad tune does not carry on well on the Dancefloor, the secret is in knowing the pulse of the crowd.

This again does not mean you are targeting “ravers”, it applies to pubs, nightclubs, concert event venues and more chic “buddah bar” lounges as well, where clients are brand influencers and cash rich!

Being greeted on the club screens when they walk in with thier buddies. They then switch on and interact! and when you have successfully “invaded” their Digital Personal Space.. you pass on the brand message.

To borrow more cliche phrases: Paradigm shifts in creative thinking is what's needed, and Disruptive Digital Advertising ideas are needed to target the demographic of affluent, brand influencers in the 18 – 30 yr old segment.