During Super Bowl weekend, a bluetooth proximity marketing campaign will be launched, targeting fans during Super Bowl XLIII. Hot zones of digital information and entertainment in thousands of retail locations will be created to transmit content integrated within a vast array of advertising and marketing displays. These hot spots will allow consumers with cell phones to opt-in to receive location-based information and exclusive entertainment via bluetooth.

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During Coke Zero 400 at Daytona, fans were presented with media contents from the sponsors that supported the race.

According to Mobilemarketing watch, “The race’s two main sponsors; Coke and Chevrolet supported the campaign with 15-second video spots placed among the content. Chevy notified people of the vehicle demos they offered around the track, and Coke directed people to free samples of Coke Zero as part of their promotion integrated into the system. Other content the fans received were things like concert information for the infield performances, and driver autograph-signing information and times…”

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In South Africa, cyclists of the Pick n Pay Argus Cycle Tour event were offered the chance to download free content via bluetooth. The content included video adverts for Powerade, ringtones and branded wallpapers. They were enticed to accept the content by the offer of a free prize draw which included Powerade – branded wallets, saddle bags, bandanas, golf towels, caps and lanyards. This attracted people to the stand and gave Powerade the chance to sell other products to the cyclists.

This bluetooth proximity marketing campaign allows the brand to penetrate the consumer’s personal space and utilise the billboard space of the future: the mobile handset. The download conversion rate exceeded expectations by almost 30% and that the prize delivery and redemption technology was extremely well received by the public regardless of age.

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Seven British football clubs have launched bluetooth marketing around their home stadiums during matches. Fans of Blackburn Rovers, Birmingham City, West Ham, Portsmouth, Wigan Athletic, Wolves and Celtic will be able to opt-in in order to receive club profiles, fixtures, news and manager notes. A recent Trial at a Portsmouth match showed very good results. 6,245 fans opted in to download a film trailer out of a total crowd of 20,200 (31%).

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