O2 unveils Wi-Fi sponsorship deal with Wall's Ice Cream

Customers taking advantage of free Wi-Fi hotspots provided in London by O2 may be tempted to pick up an ice cream because of a new targeted marketing scheme to be implemented by the firm.

The network operator has teamed up with Wall's Ice Cream for a unique sponsorship campaign that will run throughout August and take advantage of some of the latest wireless technology.

It will use location-based services and contextual marketing in a system called Thermal Targeted Proximity Messaging that will send messages to individuals signing in to the service in central London only when the sun is shining and the temperature is warm.

Managing director of O2 Media Claire Valoti stated Thermal Messaging has great potential because of the increased accuracy and relevancy of the content it offers to users based on the British weather.

O2's free Wi-Fi service covers several of central London's busiest shopping and tourist spots, including Trafalgar Square, Piccadilly and Oxford Road.

Mayor of London Boris Johnson has praised the network, noting the free wireless broadband service is the ideal way to maintain the capital's reputation as a great place to work and visit.