Bluetooth Marketing To Mobiles In The Air

The use of bluetooth (or less commonly, infrared) technology to deliver mobile content to phones from billboards, posters and other advertising media is gaining a fair bit of traction, and people seem to be responding to it. Hypertags have made the leap Down Under with AURA Digital Communications landing the rights to distribute the technology in Australia. The press release details a trial with 10 posters in bus shelters promoting War of the Worlds which registered 1,500 interactions over a two-week period (I’m assuming in Australia).
“For each of these interactions UIP can be sure that the consumer stopped, read the poster and downloaded some WOW content that they could save to their phone and potentially share with their friends,” says Adam Dunne of AURA Digital Communications, the company who has brought the technology to Australia. “Typically this type of campaign also enjoys a considerable viral effect, as consumers tell their friends about the campaign message and share the content around. Additionally one of the great consumer benefits is that the content is free to download and share.”
Meanwhile, back in London, Coldplay’s new ‘X&Y’ album was promoted at six mainline train stations, with TV screens telling people to turn on their bluetooth receivers to get free content. “The two-week campaign began a week before the album’s launch on June 6. Out of more than 87,000 mobiles detected, around 13,000 people opted in and requested the free material, a response rate of nearly 15%.”
Related stories:
New Order promos album with free ringtones
Ads infest mobile content
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