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.

In the US, a Bluetooth proximity marketing campaign had been deployed to promote a major motion picture release.

According to Marketwatch, “In just 4 weeks, we deployed in theatres across the country and interacted with over 100,000 mobile devices… The campaign distributed “voicetones” from the movie – 5-15 second audio clips that can be saved and used by consumers for alerts or ringtones – video clips and a calendar reminder that went off the day before the release date. Bluetooth hotspots were in place three weeks prior to the release date and showed steady uptake increases as the movie’s buzz increased…”

Click here for the full story from Reuters.

Coca-Cola will be launching an extensive advertising campaign using Bluetooth technology during the Beijing Olympics.

According to the Mobile Marketer, “thousands of locations in and around the Olympic stadiums, hotels, restaurants, clubs and cafes of Beijing and Shanghai will broadcast Coca Cola’s Bluetooth video commercials directly to Bluetooth-capable handsets…..It marks the first time that a brand has used Bluetooth media for its marketing campaign in Olympic history.”

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“Welcome to Peterborough United versus Liverpool. We hope that you enjoy the match and have a safe journey home. Remember to keep your valuables with you and out of sight. Remember to remove your sat navs from your vehicles. Don’t advertise your property to thieves.” Spectators at the Peterborough United game with Premiership side Liverpool who have a bluetooth-enabled device will get this message from the police, free of charge.

The Cambridgeshire Police uses the latest technology in their ongoing campaigns to make Peterborough a safer place in which to live, work or visit.

Click here for the full story from BBC News (UK).

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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Across a single week in five major London stations, 87,000 downloads were recorded.

Channel 4’s objective was to extend their promotional campaign to outdoor by offering actual programme content to consumers. It recognised the value to interact with the commuter audience on a daily basis throughout the week, and the ability to measure the impact of the campaign was a key deciding factor.

All detectable handsets in the bluetooth zones were offered a clip from the previous evening’s viewing, which quickly transferred to the phone once the download was accepted by the user.

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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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