Wi-Fi as Digital Real Estate

The purview of what is seen as digital real estate is constantly changing. There seem to be an infinite number of places where companies and marketers are able to, for lack of a better work, stick their name on things. Some of them are extremely imaginative, and with seamless content marketing, sometimes it doesn’t even seem like marketing. Which is, in my humble opinion, the best definition of marketing done right.

But something that I’ve noticed over the past couple months is Wi-Fi (usually public) being used as real estate. During Coachella this year, Netflix was the official Wi-Fi provider. And instead of using a name like Coachellawifi or NetflixandChill, they used the opportunity to promote the new show, GirlBoss. I thought this was very slick move. The audience that attends Coachella, though varied, would definitely have known the trademark name, and its Nasty Gal roots.

Another example. Bryant Park is a place that many New Yorkers go to eat their lunch while crying internally about their rent/bills, people watch and yes, work. There’s free Wi-Fi all around the park and now, it’s provided by Zara across the street!

So what does all this mean? What can come out of using Wi-Fi as a marketing tool? Is there any use behind putting a $ behind it?

1. Eyeballs. There are a number of people who would rather switch to free Wi-Fi because their phone plans have expensive data plans. And in other cases, there are events or locations where there may not even be phone service at all, and Wi-Fi could be the only connection to the outside world. And it would be an absolute tragedy if you didn't post that first selfie as soon as you took it, right? This all amounts to a number of people connecting to a brand through their Wi-Fi name and being extremely grateful. And catchy, clever names always stick out.

2. It creates a community. A relevant brand sponsoring the Wi-Fi for a certain area or for a point in time gives people that 'Ah, I see what you did here' in terms of marketing. Think of Redbull sponsoring WiFi for the Winter Olympics, or The New York Times doing it for the Ball Drop in Times Sq. It's sure to get people talking, and ultimately, connecting. 

3. It's a way for lesser-known brands to get on the map. In places like coffee shops for example, there's often a code for the Wi-Fi, if it isn't free. A smaller brand with a more restricted budget could perhaps sponsor the Wi-Fi to make it free, therefore resulting in gratitude from the customer and a sense of curiosity towards the kind Wi-Fi benefactor.