Coca-Cola Great Britain launches its first national advertising campaign for its Glaceau Vitaminwater. An outdoor campaign will run at 16 key stations across UK. During the rush hour periods, Coca-Cola will send targeted messages to individual consumers through Bluetooth.

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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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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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Gillette launches bluetooth campaign in the 50 biggest Superdrug stores and 10 mainline train stations, aims to drive sales of the Gillette’s new Fusion Power Phenom razor.

In the Superdrug stores , content about the product and prize draw are transmitted via bluetooth by Gillette brand ambassadors. A 6-sheet digital campaign both directing consumers to the nearest Superdrug and advertising a prize draw will be running in train stations.

Prizes include a tailor-made Saville Row suit, an Aston Martin for the weekend or a speedboat-chaufeurred trip to a show at the O2.

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Xbox has achieved extremely impressive results with its first ever use of Bluetooth marketing. The application featured five games, including ‘Gears of War 2’, ‘Fable 2’, ‘Banjo Kazooie’, ‘Scene it?’ and ‘Lips’. It was distributed through 360 separate locations, including cinemas, bars, shopping centres and Power League five-a-side football centres.  Over 9 weeks (from November 08 to January 09), the Xbox-branded application delivered over 1.9 million unique file downloads.

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Between May and September 2008, Philips implemented 18 consumer bluetooth activation points at various venues including malls, nightclubs and university campuses to promote its launch of their innovative, state-of-the-art shaving technology, the Philips Norelco Moisturizing Shaving System.

At peak times more than 100 pieces of content were being downloaded per hour per activation point. The effect of Bluetooth activity combined with eye-catching promoters was key to the campaign’s success. This unique combination adds real value to brand engagement. This medium is opt-in which allows us to engage with consumers who are willing to receive and interact with the brand, rather than bombard the public with unwanted marketing messages.

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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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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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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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