Free Wi-Fi a marketing partnership made in heaven

Free Wi-Fi is something we have all grown to expect rather than be shocked by. Be it in cafés, town centres, or on public transport we expect to be able to connect, for free. In New York, commuters can currently access free Wi-Fi throughout December whilst travelling along the city’s subway network. But, not only is it free, it is also sponsored, by Visit Phoenix.

Take a cab full of cold commuters, tourists and visitors and give them free access to Wi-Fi. But, in order to allow them access, they have to watch a short film showcasing Phoenix’s warm weather, luxury pools and vacation spots. Who wouldn't reach the office and look to book to escape the bitter temperatures and tourist infiltration of NYC throughout December?

New York’s Metropolitan Transit Authority states that more than 137 million passengers use the subway each month. That’s a huge highly captive audience hungry for data and connectivity just waiting to be advertised to. The opportunity for firms to pitch for the free Wi-Fi log in page each month is huge. Every month a different company or even location hot spot can reach its prime target audience. With more searches conducted via smart phones and tablets than any other device, targeting people while they’re trying to get online is perfect. They also can’t access the free Wi-Fi without doing so, they really are, captive.

There is also the opportunity for the investment made by the advertisers to be returned to the subway system ensuring maintenance can be carried out and the daily running costs of offering free Wi-Fi can be easily covered.

But how many cities and transport companies are utilising this valuable marketing tool? The large companies actually providing the Wi-Fi like O2 and Virgin have had the publicity of providing free Wi-Fi on the London Underground, but have they really cashed in when other companies could be paying for the privilege of a simple log in screen? Providing a log in portal also ensures each individual user’s details can be captured. Then of course there is the data capture of users details, including email, allowing further marketing of products and services, providing they opt in.

Surely in this digital age Wi-Fi marketing has to become part of the digital marketing mix, if it isn't already? Companies like Visit Phoenix are not only gaining publicity of their brand through the log in portal but by also offering commuters the ‘gift of free Wi-Fi’.  But it’s not just the commuters who will benefit. Busy tourists who often don’t have free Wi-Fi as part of their hotel package can now upload their holiday snaps whilst travelling on the subway and maybe plan their next trip, to Phoenix?