Originally published at etnow.com on 24th June 2003

Neo One has announced the roll-out of its Impulse text-to-screen entertainment system into 550 nightclubs and large bars. Once integrated into a venue’s lighting and display system, Impulse projects a chatroom onto a giant 14ft x 7ft screen, enabling clubbers to instantly interact via text message with each other, the DJ and the venue management.

Richard Beaney, Impulse product manager commented: “Impulse is incredibly simple to use. You simply text the number you see on-screen and within seconds, your message is displayed. The audience get it immediately and the DJs love the immediate feedback.”

The opportunities for advertising are exceptional, both for the venue and for external advertisers. The giant screen interchanges between the chatroom and full-screen full-colour advertisements and promotions. The flexibility of the media allows for ultra-quick turnaround on campaigns.

Chief executive and co-founder of Neo One, Ewan MacLeod, commented: “The numbers we are working with are phenomenal. Right now, the Impulse screens are being viewed by half a million 18-30 year olds. The Impulse content is compelling enough to maintain viewer interest throughout the night. Each screen is prominently positioned in-venue for all to see. Not only does Impulse compliment the nightclub experience, it represents a superb method of communicating with this influential audience.”

He continued: “The roll-out began two weeks ago at the rate of roughly three new venues each business day. By the end of this year, I expect our monthly audience to be in excess of 5 million 18-30s per month.”

Commenting on security, Neo One managing director, Hetty Browne said: “You’re automatically allocated a default nickname for all your messages to hide your identity. Audience security is paramount to us. We have considerable experience moderating high-traffic chat services on interactive television where regulations and guidelines prohibit the display of personally identifying information on-screen. These policies have been adopted for Impulse to protect our audience, our venues and the brands working with us.”