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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