During the Chevrolet campaign in India, which ran over a single weekend, Chevy Spark LPG cars were exhibited in the Forum Mall that were enabled with Bluetooth transmitters. Posters, banners all around the mall and stickers on the car were used to educate consumers about the activity.

Customers who switched on their mobile bluetooth could download wallpapers, car details, specifications in animated format and details about dealerships selling General Motors vehicles. On top of that, consumers in other parts of the mall who had activated the Bluetooth feature on their handset received a message about the car prompting them to check it out in the exhibition area.

This was the first campaign of its kind, and consumers started to spread the word virally among their peer groups. There were around 10,500 downloads in total.

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The second Loxion Motor Show in South Africa has again employed bluetooth proximity marketing to enhance its promotional efforts. This time, the free content included three animated wallpapers, a calendar reminder for the Street Race event and 2D instant win barcodes.

This highly successful campaign has reported a 40.54% content opt-in rate from mobile phone alerts over the five-day event at Soweto’s Mopanya Mall. This form of marketing offers customers an innovative and personal touch.

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During Coke Zero 400 at Daytona, fans were presented with media contents from the sponsors that supported the race.

According to Mobilemarketing watch, “The race’s two main sponsors; Coke and Chevrolet supported the campaign with 15-second video spots placed among the content. Chevy notified people of the vehicle demos they offered around the track, and Coke directed people to free samples of Coke Zero as part of their promotion integrated into the system. Other content the fans received were things like concert information for the infield performances, and driver autograph-signing information and times…”

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In Stockholm, the largest city and capital of Sweden, Audi has employed Bluetooth to distribute videos of their latest and hottest model, the Audi R8, to devices within proximity.

The poster in the picture informs users to turn on their Bluetooth to receive this content. This is a great example of viral marketing where the brand gets passed on by the targeted users to a larger audience.

11,000 visitors showed up at the first “Loxion Motorshow” held at Soweto’s prestigious Maponya Mall between 4 – 8 June 2008 in South Africa. The campaign has engaged five BP Ultimate promoters assisting the visitors turn on their mobile phone Bluetooth and download rich media content directly to their handsets. BP Ultimate promoters were literally run off their feet to satisfy the crowds desire for free downloads of branded wallpapers, ringtones and instant prize vouchers.

Over the 5-day period of the campaign, there were over 7,500 audience alerts (“Would you like to download content from BP Ultimate?”) with 4,278 accepting downloads, equating to a 56.7% acceptance rate.

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Tata Motors has launched its biggest ever bluetooth broadcasting campaign for its Suma Grande. The customer gets all the information about Tata Sumo Grande, including information related to dealer contact numbers, dealer location, or test drive facilities via bluetooth. The activity is being held in over 20 cities and would span over two weekends, starting April 12, 2008.

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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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