In June 2009, Warner Bros. ran a Bluetooth-based marketing campaign to promote its summer comedy “The Hangover” across Britain. The one-week campaign featured the film’s trailer and was sent to mobile phones via Bluetooth. Consumers who walked into the proximity of a Bluetooth-enabled zone received an alert on their mobile phone asking if they would like to download a trailer for The Hangover. The main goal was to drive footfall to the cinema.

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Miller Beer is using bluetooth marketing for the sponsorship of its ongoing live music events, The Mill. Cinema goers can download live tracks from The Mill via bluetooth technology in the foyers before and after the film. The Mill runs every Thursday alternately in Edinburgh and Glasgow, showcasing the best in emerging live music, with tickets free of charge.

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Visitors with Bluetooth-equipped cell phones can now download trailers of each of the movies playing in the theaters as well as previews of forthcoming films at the Belgian theater chain Utopolis. This innovative broadcasting service, which uses a “proximity marketing” technology also reminds users to turn off their mobile phones when they enter the theater.

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Coca-Cola is defying the recession with rising sales and a new advert in the Happiness Factory series, taking viewers inside the fantastical world of a Coke vending machine. Consumers can download Happiness Factory ringtones for free from the Coke’s Piccadilly Circus billboard using bluetooth.

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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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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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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)

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…”

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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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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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