Developer Uses Interactive Screens in NYC Taxis To Promote Luxury Condos

By Anuradha Kher, Online News EditorNew York–In a unique marketing campaign, New York-based real estate developer, Extell Development Co. is using interactive television screens installed in New York City taxis to sell the company’s newest condos, located on the Upper East Side at 151 East 85th St. The company is airing a television segment from Open House TV broadcast on the Taxi 2.0 screens, advertising the Lucida, a 21-story, all-glass LEED-certified residential condo building.Each time a new fare enters a taxi, the interactive television will play the Open House TV 90-second broadcast of The Lucida’s two-bedroom, two-and-half bath model apartment.Open House TV is an NBC production that airs Sundays at 8.30 am on Channel 4. The segment originally ran in mid-March and proved to be successful, according to Raizy Haas of Extell Development Co. “An edited 90-second version is now being broadcast in New York City taxis. The broadcast is a dynamic and entertaining way to promote the property,” says Haas. The Lucida on Open House TV will run through mid-May in 1000 taxicabs. Extell estimates that over one million people will view the segment.