Virgin Megastore, the store that always promotes what’s new in the market, is the first to use Bluetooth Marketing in Doha, Qatar. The customers of Virgin are the younger generation, who are interested in multimedia and new technology. Bluetooth Marketing will help the store introduce new products and promotions in an interactive manner and at the same time, help them with their Green Marketing campaign. Unlike the traditional way of marketing like the newspapers and magazines, this form of advertising doesn’t use paper.

Shops or outlets can send paperless discount coupons, promotional messages, trailers and spot videos. In a supermarket, it can be used to announce special offers, short product promotions and in-store promotions.

Bluetooth marketing is a new and exciting way of advertising that is cost effective, eye-catching, eco-friendly, compact and portable and it transmits the campaign message directly into the customer’s or receiver’s hands.

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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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Bluetooth proximity marketing is a really great way for T-Mobile to engage with their customers, providing offers suited to their interests. It allows brands to stand out and catch the consumer’s eye at the right place and time, and measure the results.

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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 Turkey, Cevahir Shopping Mall, one of the biggest shopping mall in Europe, had run a highly innovative activity during the week of Valentine’s Day. Shoppers are invited to send their photos with their family, kids, girlfriend/boyfriend via bluetooth using their mobile phones. These photos were then broadcast on the huge screen of the mall. 120,000 people participated in this event.

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According to how-do.co.uk, “This is gold-dust for the marketeer. We send information to the mobile device of our willing shopper while they’re in shopping mode. That information is not only relevant to who they are, but also where they are… a quarter of a million messages out to phones, with 70,000 people accepting the advertising…”

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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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