Durex to Bar Patrons: Let’s Talk Sex

Durex will use Touchtunes in-bar network to poll young adults.

Condom manufacturer Durex is taking sex talk and putting it where it belongs—in bars and nightclubs.

The company has launched an interactive promotion on the TouchTunes digital jukebox network that will take advantage of that away-from-home occasion to poll patrons about their condom preferences and publicize Durex as a brand choice.

Through March 11, users buying music on 1,500 broadband-enabled TouchTunes jukeboxes across the U.S. will see interactive billboard ads for Durex while they’re making their song selections. Those who click on the ads will be taken to a Durex landing page that will ask questions about their condom use and brand preferences.

“You’re clearly on a path to greatness and found a survey from Durex, the world’s No 1 condom brand,” reads the introductory page to the survey material. The page also includes a link to http://www.TryDurex.com, a product page built by TouchTunes for the promotion.

TouchTunes’ network of jukeboxes in 30,000 North American bars, restaurants, nightclubs and retailers can target specific metro markets for campaigns, and in some cases can target specific bars or clubs by music preference. The boxes can be updated digitally to add music or ad content, but they can’t be used by patrons to access the Internet directly.

“TouchTunes surveys allow companies to creatively share their message with a very desirable audience,” said Ron Greenberg, TouchTunes chief marke4ting officer, in a statement. “Linking entertainment with marketing results in a memorable, and in this case provocative, experience.”