According to the Mobile Attitude & Usage Study carried out by the Mobile Marketing Association in UK, France, Italy, Germany, Spain and  Ireland, 70% of age group from 18 to 24 uses bluetooth technology. Receiving mobile coupons has been ranked the most attractive mobile marketing activity.

The conclusions:

1. The success of mobile marketing campaigns would be enhanced by targeting the Youth Market.

2. Marketers should concentrate on messages that have a clear answer to “what’s in it for me?”.

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In October 2008, RocketBoat launched two, five-day Bluetooth marketing campaigns, both had generated strong results. Opt-in rates were a brisk 26 percent, and redemption rates for the downloaded offers averaged 18 percent. More than 50 percent of visitors to PIER 39 who download the first piece of content download additional promotional items from other PIER 39 businesses such as Hard Rock Cafe.

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Commuters at Berlin Central Station can instantly access two 30 second TV adverts on their mobile phones while in the proximity of the giant microphone showcasing the channel’s probing and courageous journalism. The adverts carry the strapline “Never Stop Asking” and highlight BBC News teams’ persistence to get to the heart of any news story, often in difficult circumstances.

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Fans of the latest James Bond movie, Quantum of Solace, will be targeted with a Bluetooth campaign comprising a 45 second video-clip that gives viewers a taste of the Royal Marines’ proposition at 120 cinemas across the U.K.  Said Liz Ridgeway, Head of Marketing at Captain Naval Recruiting, “This campaign is a well-executed example of digital integration, bringing together cinema, mobile and online to deliver a campaign we are sure will engage potential recruits and encourage them to visit our site and learn more about us.”

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