Student TV Network Tests Opt-In Bluetooth Marketing

>Bluetooth“SUBtv, the new media channel which broadcasts into 90 universities around the UK, is conducting a number of bluetooth marketing trials across its network…Peter Miles, SUBtv chief executive said: “Students are the most media-savvy group of people in the country and they are aware that bluetooth can be a spammer’s paradise with the ability to send and receive large files at no charge.”
There’s not a lot of detail about the methodology of the trials, but apparently 25% of students have “opted in to accept commercial messages on their bluetooth-enabled mobiles, after seeing a promotion of the offer on the SUBtv screens”…which reads like they weren’t pinged on their mobiles asking if they wanted to download promotional content, a practice which is currently raising the ire of many mobile commentators.
The interesting thing about this is that if the trial was truly opt in (ie, that the students weren’t contacted via Bluetooth until after they’d indicated a willingness to see the content) it means the response rate for this method is higher than the response rate for connecting to every open bluetooth connection…a good reason to adopt best practices.
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