Bluepod Media Solution is out there, sending stuff…
By Ben Robinson on Thursday, June 26th, 2008 at 7:09 AM PST In Bluetooth, Mobile Advertising
Picking up on my previous post about Bluetooth marketing for Pot Noodle, I wanted to just quickly cover off the company that are involved in that promotion. If you’ve been to a Vue Cinema in the UK, and have Bluetooth turned on, chances are you have been sent something by these guys!
Bluepod Media have a Bluetooth “push server” (for want of a better word) that can be used to broadcast advertising/marketing messages to users within the (local) broadcast radius. They explain it somewhat better:
The Bluepod is a mini computer server with a Bluetooth transmitter and various connectivity ports. About the size of a hardback book, it weighs a mere 400 grammes, is fitted with a remote access CF card and thus only needs plugging into a mains electricity socket for installation. All content management and data delivery audits are handled remotely from our operations HQ in Brighton, globally as needed.
Bluetooth connectivity is universal across all mobile handset manufacturers. Our strategically placed pod networks in key leisure destinations enable razor sharp consumer targeting and creation of motivating content in sympathy with their situation and immediate needs. Consumers can even be switched to an SMS/MMS platform to source unique voucher codes for redemption at point of sale and database creation.
I don’t know about other countries so much, but this is becoming increasingly common – it’s a very time-sensitive and contextual way to hit target-market end-users with ads/marketing, when they are in specific locations e.g. shopping vouchers at a mall. Neat I think, so long as it doesn’t become invasive.
You’re right about Bluetooth marketing. If it’s confined to folks already interested or highly potentially interested, you can achieve remarkable results (typically 30-50%). One Adidas campaign in Shanghai achieved an incredible 80% content acceptance rate.
In addition to Bluepod, Proxiblaster also makes great Bluetooth equipment and has many new variations in the works. Just remember that some Bluetooth transmitters work better for concerts than they do for retail locations. You should be able to determine the best uses for each kind of equipment by the kinds of companies featured in a firm’s Bluetooth case studies and example campaigns.