UK Cabdrivers Talkin' Game

It is true for London cab drivers, as it is true for cab drivers practically everywhere around the world. When you step into a cab, you will probably find yourself in conversation with the driver well before you pull out to the street.

Poker Talk
This talk, as English as mincemeat tarts in Christmas, now includes not only talk about the weather or politics, but also talk about online gambling.

With advertising gambling now legal under the 2005 Gambling Act, online gambling company 888 has launched several promotional campaigns involving London's cabs.

The one campaign had the company's website appear on 375 taxis, turning them into moving billboards. The other campaign has 10 cab drivers engaging their passengers in conversation about poker, which they may follow up with handing out a $10 coupon for visiting 888.com.

Cab drivers have been acting as ambassador drivers, as they are referred to by Taxi Promotions UK that manages the campaign, before too, mostly for tourism campaigns.

Word of Mouth
It is the campaign managing company's supposition that people trust word of mouth (or Womad) marketing better than other forms. Nothing beats straight talk with a straight person. Call it a winning hand.

In the US, for which data exists, Womad advertising generates sales of well above a billion dollars per year.

Taking the Back Seat
Sitting in the back seat for an average 15-20 minute cab ride is prime time to approach the potential gamblers with engaging talk, informative and captivating. The number of passengers, with only 10 cabs currently participating in the campaign, is large. And the campaign is expected to grow to 20 cabs and later up to 300.

Then again, cab drivers must respect their passengers if they wish to pass the time with the newspaper, or talking on their phones.