In France, Renault has recently completed a bluetooth marketing campaign for its special edition Renault Twingo.

Fourteen hostesses were equipped with portable bluetooth devices at the entry points to the stadium and a further 6 were in special edition Renault Twingos by Nokia doted around the stadium. Fans were invited to activate the bluetooth on their phone in order to receive special content on their mobile phone such as Twingo by Nokia Virtual lighters, Animated logos etc. Six thousand people (22%) downloaded the content in two nights.

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Seven British football clubs have launched bluetooth marketing around their home stadiums during matches. Fans of Blackburn Rovers, Birmingham City, West Ham, Portsmouth, Wigan Athletic, Wolves and Celtic will be able to opt-in in order to receive club profiles, fixtures, news and manager notes. A recent Trial at a Portsmouth match showed very good results. 6,245 fans opted in to download a film trailer out of a total crowd of 20,200 (31%).

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At the Millionaire Fair in Amsterdam, visitors approaching the Orange Babies’ stand received the bluetooth message, “Do you hear a baby crying? Let her smile again. Orange Babies”. Visitors became aware of Orange Babies projects in a unique and playful manner. It raised EUR45,000 at the fair.

Orange Babies aims to raise awareness of the HIV/AIDS problem in Africa not only in Holland, but throughout Europe. It raises money by organizing creative events such as exhibitions, fashion shows, musical and sports events.

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