The Macerich Co., one of US largest owners, operators and developers of major retail properties, has launched a bluetooth marketing campaign at five of its malls in the Los Angeles area. The five shopping centers have more than 6,000,000 square feet of combined retail space. Special offers and promotions are broadcast via bluetooth to shoppers’ mobile devices at strategic zones such as food courts, cinema box offices and lobbies.

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Theatre guests are offered the opportunity to download content such as movie trailers, ring tones, wallpapers, special offers, links to mobile portals, customer club promotions, and discount coupons on popcorn and drinks to their mobile phones. Through this highly innovative form of bluetooth proximity marketing, current and potential advertisers in CinemaxX theatres are gaining access to a completely new marketing channel for meeting the subscribers of the most personal media in the mix – the mobile phone.

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