The BBC is using a closed Wi-Fi platform at the Doctor Who Experience show at London’s Olympia to give visitors access to coupons and content.

Attendees will be able to access exclusive content and information related to characters and scenes from the show via the Wi-Fi service, provided by brand experience company Brandnew Corporation.

The attraction, which includes a retail experience, opens on 20 February. According to BBC Worldwide, it’s the first time it has created a standalone retail operation for a TV show.

Visitors will also be able to use the mobile platform to get special offers and download promotional barcodes to use at the till.

Ian Wickham, head of retail development for licensed consumer products at BBC Worldwide, said, “Some of the innovative plans we have, in particular with regards to new technology being applied at the Doctor Who Experience, are state of the art.”