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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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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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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)

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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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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