In Turkey, Cevahir Shopping Mall, one of the biggest shopping mall in Europe, had run a highly innovative activity during the week of Valentine’s Day. Shoppers are invited to send their photos with their family, kids, girlfriend/boyfriend via bluetooth using their mobile phones. These photos were then broadcast on the huge screen of the mall. 120,000 people participated in this event.

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During Def Leppard’s show at Detroit & Joe Louis Arena, multimedia contents such as ringtones, wallpapers and videos were sent to fans around the venue.

According to Marketwire, “… We can deploy these campaigns quickly and results are updated throughout the course of the campaign, sponsors love that real engagement, fans love that they can save the content, Def Leppard loved that it brought their legacy to a new generation — a win-win-win. Fans adapt well, understand how to use it and they engage it, with no usage cost, no data plan required, a totally free multimedia experience..”

Throughout the night, the campaign intereacted with more than 1648 devices, which amounted to 18% of the audience; and with 62 rejections, 93% of the fans opted in when they were presented with the contents.

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(Marketwire via TMCnet)

Recognizing the increasing usage of mobile by a younger demographic, KFC is engaging this generation by connecting with them through one of their favorite media. In US, Bluetooth boxes are set up to push out messages to customers, allowing them to opt-in and receive a digital coupon with voice message encouraging them to visit the KFC they just passed by. Its marketing team has successfully leveraged Bluetooth proximity marketing to drive in-store sales as well as to reach out to loyal customers.

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The Northern Ireland Tourist Board has launched a new marketing campaign to pull travellers towards its place.

According to Fermanagh Herald, “Visitor attractions such as Marble Arch Caves European Geopark and Enniskillen Castle will feature strongly in the £1 million campaign. Cutting edge technologies such as bluetooth advertising will be used, while two-wheel Segways will be used to spread the message…”

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The Mobile Marketing Association has recently published a set of Bluetooth Marketing Guidelines for public review; making it the first international effort to set a standard for this evolving market.  Its ultimate aim is to speed up market growth and to assure customer’s satisfaction, while allowing brands and media owners to market and give out contents effectively.

According to the guidelines, “Bluetooth has several clear advantages that make it an attractive way to distribute content… The use of Bluetooth for proximity-based content delivery and marketing is an evolving area, but initial results indicate success…”

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In mid-2008, the Evangelical Alliance UK enlisted the help of Bluetooth technology to send the Gospel directly to the mobile phones of those taking part in “Agenda for Change” book tour by Mr Joel Edwards, General Director of the Evangelical Alliance UK.

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