Last Christmas, Toronto Public Health used bluetooth proximity marketing in Toronto’s Gay Village to advertise its inSPOT service, a Web-based tool where people newly diagnosed with an STD can e-vite partners to get screened. Of 1,463 recipients reached, 317 (21.7 percent) agreed to view the message.

The department also recently used bluetooth proximity marketing to tell students in six high schools about chlamydia prevention and testing.

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Robin Hood was BBC America’s first Bluetooth experiment. It ran on at two locations in New York and Los Angeles. Across the two cities, 39.7 percent, or 6,160 people, accepted the Robin Hood download, meaning that four out of 10 mobile consumers actually downloaded the 90-second trailer once the link was sent to them. Bluetooth marketing deepens people’s engagement with the brand and allows people to literally take the ad with them.

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A bluetooth marketing campaign to warn clubbers and pub-goers about the dangers of cocaine has been hailed a success and could now be rolled out across the UK by Action on Drugs and Alcohol in Edinburgh and Crew 2000.

“The potential for using this type of messaging to reach large numbers of people such as in pubs or at big events like festivals is huge. Another added effect was that some people reported that they had sent on the images and messages to friends and family, meaning that the number of people who potentially received the messages was even greater.” said Crew 2000 team leader Matt Straw.

Tom Wood, chairman of Action on Alcohol and Drugs in Edinburgh, added: “It’s second nature for us to take our phones with us when we go out, so sending messages to phones makes sense.

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In April 2008, a Spanish shopping mall, L’illa Diagonal, in collaboration with Liniers, a famous Argentinean cartoonist, launched a highly innovative bluetooth marketing campaign. During this event, the shoppers will receive a new comic each week via bluetooth within the shopping mall for a duration of 8 months. In just one week, 38,000 mobile phones were detected and 5,500 had downloaded the content.  This campaign aims to increase the number of loyalty visitors and at the same time, promote the upcoming launch of the comics book. It does not only enhance the shopping experience, but also create a “viral spreading” effect on the move with friends.

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