Blue Bother?
Australia’s Big Brother 2008 is being promoted with an innovative bluetooth poster campaign, inspired by the “Big Brother is watching” slogan used on the show.
Bluetooth boxes installed within posters at bus stops automatically send two anonymous messages to any bluetooth enabled phones nearby.
Cleverly, the first message is specifically written for the location, e.g. “Im watching u. Ur at the just beside Starbucks, by the bus stop”. Then a second message is sent 30-40 seconds later with the reveal, “Big Brother is back. 7 PM weeknights on TEN”.
Top marks to the Marketforce agency for coming up with such an engaging concept. However, in the We Love Mobile office we are split over whether all consumers will thank them for it.
You see, there is no apparent opt-in to get these messages, and if there was, it would kind of kill the whole suspense thing. So are consumers effectively being spammed (or bluespammed, to use the technical term!)? What if they don’t get the joke? What if they get on the bus before getting the second message? What if they really are being stalked? (Ok, that’s unlikely). What if they don’t like big brother? (Much more likely!)
So cool campaign, or social nuisance? Or are we just jealous we didn’t come up with the idea first?
Managing Director
www.welovemobile.co.uk
Tags: Bluespamming, Bluetooth marketing, Mobile Advertising - Out and About, Mobile Marketing
December 10th, 2008 at 12:17 pm
Hi everyone! check out this new buzzing technology. To Any Advertiser thinking outside the box.
We totally understand that with every form of advertising it is a numbers game, there is NO difference here, the big difference however with this system is the fact it is working 24/7 for your business, it does not stop for lunch, it doesn’t take a 5 minute coffee break, it is totally committed to promoting your business in the way you want it!
Over the past several months, Innovation 604 and BlueSPOTmedia have sent 50,000 messages to consumers walking by with their cell phones in the “discoverable” Bluetooth mode in some of the bar-restaurants in metro manila. BlueSPOTmedia sends promotions that are immediately redeemable at the restaurant or store. Gino, Operation Manager and marketing for Absinth (GB3), said in a statement that the results have been outstanding.
Philippine-based Innovation 604 Inc. is a 5-year-old company that brings new technologies and products to the out-of-home advertising industry, retail POP, and POS markets in Philippines and beyond… It started the proximity marketing business in part to take advantage of the fact that mobile phones are the ideal way to provide direct rich media marketing.
One reason is that the Bluetooth messages are carried wirelessly over a 200-foot range radio network, making them much more relevant as ads, location wise. They’re targeted at someone who is already at the place where they might take advantage of the promotion. The messages also don’t cost the consumer anything - in contrast to text messages - because they don’t go over the cell phone network.
Also, consumers have to put their phones in “discover” to receive the messages. Only about 3 out of five cell phone users do this. To prompt them, Innovation 604 Inc. puts up signs saying that consumers can get deals if they do so.
After a successful test, Innovation 604 Inc. is hopeful to roll the ad system out in more locations. Other places that can use it are gas stations, hotels, and high-trafficked tourist spots.
By the end of this year, Innovation 604 Inc. expects to have the proximity marketing available in 200 places. Proximity marketing has been in place for a few years in Europe, South Africa, and Australia - generally areas where mobile marketing is more advanced. Innovation 604 Inc. can use BlueSPOTmedia hardware and software. Innovation 604 Inc. can also provide 360 degree marketing solution from consultation, creative, reporting, and etc.
About BlueSPOTmedia
Campaign Basics:
Using Bluetooth® wireless technology, BlueSPOTmedia delivers content on demand to users of mobile devices anytime and anywhere. Customers can opt in to receive Bluetooth mobile content based on a call to action like signage. We are working with brands such as Coca-Cola, Nokia, France Telecom,Fnac, Renault, Master Card,…We are very active in Europe and we would like to develop our business in the Philippines. Our solutions could be used for events, exhibitions and specific communication in areas such as malls, clubs, business centers, show rooms, etc.
Thanks to our BlueSPOT, our solution “lights up” traditional advertising and can transmit or send (push) images, animated gif, videos, sounds and tailor-made applications (Java,…), RSS flux is also possible to send from the mobile phones to the BlueSPOT (Pull). Content is downloaded to mobile devices free of charge and without a data plan requirement. Our solutions (hardware and software) are developed internally and allow Fit2phone push and pull, phone recognition, remote access. However, it is not possible to communicate to blackberry (first generation)due to technical choice done by the manufacturer.
How It Works:
BlueSPOTmedia maintains a virtual mobile content distribution network. This network consists of an ever growing installed base of Mobile Content Servers. The Mobile Content Server (MCS) creates an intelligent, remotely controlled Bluetooth® wireless technology hotspot.
These servers use a GPRS or Ethernet up-link to connect into BlueSpotMedia network infrastructure. Our infrastructure, campaign management tools and report generation technology allows for real-time campaign creation and control.
Bluetooth Basics:
Bluetooth® wireless technology is the simplest way to send content directly to mobile phones. It is a global standard for wirelessly connecting devices such as mobile phones, computers, cars, stereo headsets, MP3 players and more. It is built into over two billion mobile devices already, and over twelve million new devices are shipping every month.
BlueSPOTmedia uses Bluetooth® wireless technology to power its mobile content hotspots so downloads are always fast and free for mobile device users.
Quick Facts
• Downloads take between 5 and 25 seconds depending on content size.
• Bluetooth® wireless technology hotspots effective range for content delivery is 30 feet.
• Bluetooth® wireless technology devices must be set to discoverable in order for content to be delivered.
Innovation 604 Inc.
http://www.i604.ph
http://www.bluespotmedia.net
alexis@i604.ph
+639178079722
MSN: lexi606@hotmail
YM : nautipolo@yahoo.com
US Number - +1-650-200-i604
Skype - alexis.dabon
January 13th, 2009 at 11:41 am
http://www.bluespotmedia.ning.com
come join us! check out what we’ve been working on!