Since the debate has raged on for a long time over what is right and wrong when it comes to Bluetooth marketing as well as proximity marketing as a whole, the MMA introduced the new set of rules aimed to “reference framework for any company using Bluetooth marketing, and are the result of discussions between operators, content providers, advertising agencies, brands and technology firms.”

The guidelines cover almost every aspect of Bluetooth marketing, including the delivery, types of content, permission-based attributed, as well as proposed legislation.  It’s all aimed solely at the European market, for now, but ultimately as other parts of the world realize the benefits of the Bluetooth marketing, the guidelines will already be in place to regulate any future offerings.

While the MMA is focusing on Bluetooth at the moment, they’ve already stated that it will expand to wi-fi, Near-Field Communications (NFC) and location-based services as well.

“Bluetooth has several clear advantages that make it an attractive way to distribute content but must have consistent deployments,” says Laura Marriott, MMA President. “As with other forms of mobile marketing communication, it is important to provide guidelines that ensure a positive user experience.”

The MMA is holding public consultation until September 26th to get any feedback related to the proposed guidelines, and will release a finalized version for late October.  I would venture to guess the new guidelines won’t change many aspects of those who are using Bluetooth marketing in the right way, meaning proper permission and opt-in processes, and will instead move the industry in the right direction and keep any future offerings in line with other mobile marketing channels such as SMS.

Source: Posted by Justin, www.mobilemarketingwatch.com

Por meio de displays dos PDV das lojas Havanna e Chilli Beans, o cliente é orientado a ativar o bluetooth do celular e, assim, receber os conteúdos que explicam e divulgam a promoção. Mais informações podem ser acessadas no site da promoção: www.encontreox.com.br

Fonte: ADonline

Por exemplo, não seria ótimo passar perto de um restaurante e receber um cupom de desconto valendo qualquer sobremesa? , ou até mesmo uma promoção de drink grátis no seu celular? Quem não gosta de receber um desconto que atire a primeira pedra!... ainda mais sendo em seu celular - muito melhor que imprimir um flyer. Com um pouquinho mais de criatividade, este tipo de ação pode ter um atrativo a mais, fazendo com que as pessoas realmente liguem os “seus” bluetooths, e participem deste marketing-oline.

E já tem gente grande apostando neste tipo de marketing, também conhecido como Mobile Marketing, marcas como FIAT, Bradesco, Smirnoff, Motorola e Amazônia Celular são alguns exemplos.
Como você pode imaginar, o Bluetooth Marketing ou Marketing de Proximidade, é só a ponta do iceberg das possibilidades de uma ação mobile, muita coisa ainda vem por aí!

If you're about to buy a Bluetooth marketing device, be aware not all of them are the same. Many startup companies will try to sell you a piece of software which will be a 1 month work of an average developer: the application which is simply finding mobile phones and sending files using 1 bluetooth dongle (7 connections).

So here is the list of 5 things you have to ask:

1. Bluetooth Device Detection Time.

How long does it take for a device to find Bluetooth-enabled mobile phone? If 60 seconds or more, customers will not wait.

2. Mobile phone/PDA Recognition.

Does it recognize different mobile phones? How large the database of devices is? This feature is crucial. It ensures you are able to send your customers pictures, music, games, applications readable by their mobile phones (or PDAs).

3. Remote control.

Are devices controllable via the Internet? What are the features of management panel? Does it provide you with all detailed statistics? Can you manage different hotspots and campaigns? What’s the price per month/year.

4. Number of concurrent Bluetooth connections.

How many customers may be reached at the same time? The minimum is 21-28. Some companies will offer 7 - this is pointless because it means they use 1 Bluetooth dongle both for searching and sending. Some devices support 35 or even 56 - it might be helpful in a very high traffic locations.

5. Customers and References?

Many companies claim to have a great Blueototh platform. Yet they do not provide any case studies, nor customers. It might be a good idea of checking that too.

As mobile marketing evolves, marketers are still coming up with new ways to keep up with technology developments and reach new customers. Otherwise known as Bluetooth campaigns, proximity marketing works by sending a customer a message requesting permission to send them further content. It is typically run in conjunction with a poster or advertising medium in the vicinity, prompting the consumer to activate a code via their phone.

Source: By Verity Gough, MyCustomer.com

But brands are also well aware that whilst unsolicited contact by the mobile phone is generally viewed as a big no-no, even those who have opted-in to mobile marketing can easily receive a message at the wrong time and choose to remove permission forever.

Brands are confused - and consumers feel abused. After the time that has been spent acquainting themselves with the mobile platform, it is an unwelcome - albeit necessary - hurdle to overcome. "I think we have resolved the technology issues, now we are at a point when we just need to make sure we are doing the right thing for the customer," says Laura Marriott, president of the Mobile Marketing Association (MMA).

According to Russell Buckley, a leading practitioner, speaker and commentator on mobile marketing, and chair of the MMA for EMEA, it’s all about building your databases so you have a targeted client list, which should mean a reduced drop-off rate. “The best way of doing this is asking 'what can I say to my potential customers; why would they sign up with me?' Once you have done that, you can start the conversation with the consumer and gain their trust and permission,” he says.

However, he does point out that you still have to make sure everything you say to them is still acceptable and welcome - otherwise they will withdraw permission, signalling the end of the relationship.

From mycustomer.com, written by Verity Gough

Scoorilla, die Agentur für bewegende Werbung, realisierte für Beck's Ice in Hamburg eine Kampagne ganz besonderer Art. Nach gemeinsamer Planung und Ideensammlung mit den Agenturen von Beck's, Grabarz Sales sowie Jost von Brandis (JvB), wurde die Realisierung der Kampagne aus einer Hand geliefert. Für die Citylight-Scooter wurden überdimensionale Beck's Ice Flaschen-Aufbauten entworfen. Diese begeisterten - angehängt an die mobilen Citylight Scooter - bereits wenige Wochen später die Zielgruppe in Hamburg. Zusätzlich setzte Scoorilla mehrere Bluetooth-Sender ein, die in die Anhänger der Citylight-Scooter eingebaut wurden. Die Bluetooth-Sender übertrugen den Song sowie den Werbeclip von Beck's Ice auf die Handys interessierter Passanten. Dabei griff Scoorilla auf die Expertise und die hochwertigen Produkte von Hiwave zurück, einem Softwareentwicklungs-Unternehmen für das Mobile Marketing.

Die Roller-Kampagne wurde von der Ambient Media-Agentur Ambermedia und deren Ambersticks begleitet und sorgte im hanseatischen Nachtleben für neugierige Blicke und amüsierte Passanten. Beck's Ice nutzte dabei im vollen Umfang die Zusatzangebote von Scoorilla. Neben dem Scooter Advertising begleitete der Beck's Ice Song die Ambient-Kampagne. Via Bluetooth wurde der Download des Beck's Songs sowie dessen Videos ermöglicht. Die Citylight-Scooter mit den angehängten Beck's-Flaschen sorgten zudem durch eine eindrucksvolle Beleuchtung für einen spektakulären Auftritt bei Nacht. Mittels mobilem GPS-Tracking wurde die Kampagne genau dokumentiert. Dies ermöglichte nach Aktionsende die Visualisierung der gefahrenen Routen.

Fazit: Gemeinsam mit der Hamburger Spezialagentur JvB setzte die Ambient Media Agentur Scoorilla auf moderne Kommunikationsformen, gutes Teamwork und mehr Transparenz in der mobilen Außenwerbung.

Quelle: www.firmenpresse.de

DIMOCO, der internationale Mobile Service Anbieter und boomerang, das Ambient-Medien-Unternehmen realisieren eine Mobile Marketing-Kampagne für "Die Mumie - Das Grabmal des Drachenkaisers". Zur Bewerbung des neuen Kinofilms wird in ausgewählten Locations im Szene Gastronomie-Bereich der Download von Wallpaper per Bluetooth angeboten. Die Vorteile der Technologie liegen in der kontaktlosen Kommunikation, der kostenlosen-Download-Möglichkeit und der einfachen Verwendung für User.

Für die Bewerbung des neuen Films "Die Mumie - Das Grabmal des Drachenkaisers" haben wir 15 boomerang-Locations ausgewählt über die wir urbane Trendsetter sowie die kommunikative Zielgruppe erreichen", erklärt Birgit Hawel, Senior Sales Manager von boomerang, die Herangehensweise an das Projekt. "Bluetooth Marketing bildet einen wichtigen Verstärker des Ambient Marketings", bestätigt Peter Hofbauer, Director der Business Unit für Mobile Marketing bei DIMOCO. "Ein ausgezeichnetes Tool um 2 Dinge bei der jungen, mobilen Zielgruppe zu erreichen: wertvolle Kontakte ohne Streuverluste im relevanten Umfeld sowie eine aufmerksamkeitsstarke Präsenz über das wichtigste Kommunikationsmittel der Neuzeit: dem Handy", findet Client Service Director bei Mediaedge:cia, Sabine Binder-Wessely.Bluetooth-Kampagne für "Mumie 3"

Die Mobile Marketing Kampagne umfasst eine Bluetooth-Lösung, bei der sich Interessierte neben dem TV Spot auch unterschiedliche Wallpaper von "Mumie 3" einfach und bequem auf das Handy laden können. Neben den Vorteilen für den Werber - wie der entstehende "Schneeballeffekt" durch den Weiterversand des Contents - bietet die Technologie eine kontaktlose, kostenlose und einfache Anwendung für den User. Die Übermittlung der mobilen Inhalte erfolgt dabei entsprechend einer speziell angepassten Versand-Logik: Sobald der erste Content ausgeliefert wurde, folgt nach wenigen Minuten die nächste Anfrage. Das intelligente Bluetooth-System erkennt dabei den User automatisch anhand einer eigenen ID, Doppel-Auslieferungen von Inhalten werden damit verhindert. "Audiovisuelle Kommunikation ist unser Kerngeschäft und damit die Basis all unserer Aktivitäten. Neue innovative Möglichkeiten der Contentstreuung sind somit unerlässlich für die Ankündigung und Bewerbung von Blockbuster", freut sich Barbara Steiner, Marketing Manager Universal Pictures International Austria, über die neuen Möglichkeiten im Mobile Advertising Bereich.

Bewerbung des mobilen Contents
Unterstützend zu einer nationalen SzeneLightPoster-Kampagne in 200 Szenelokalen mit 227 Posterflächen, wird der mobile Content in 15 individuell gewählten Lokalen zum Download angeboten. Die Bewerbung des mobilen Contents erfolgt über SzeneLightPoster und SzeneCoaster. Die Ambient-Medien von boomerang weisen auf die Möglichkeit des Downloads hin. Der Bluetooth-Sender wird dabei in die SzeneLight-Poster integriert. "Vor-Ort-Präsenz ist hier besonders wichtig, um die Möglichkeit des Content-Downloads ausreichend und impactstark zu kommunizieren", schließt Irene Maly, Client Service Verantwortliche für UPI Austria, das runde Konzept ab.

Quelle: www.pressetext.ch

So, aside from the funny name, what exactly is Bluetooth Marketing? How does it work? And what does this mean for the average consumer?

Most mobile phone shoppers have probably heard of Bluetooth by now. It’s a standard feature on almost every new mobile phone sold today, as well as many laptops and desktop computers. One of the more common uses for Bluetooth is to connect to a hands-free headset, but it can actually do a whole lot more. Bluetooth is really just a way for various devices to connect to each other and share information without the need for wires. So, with Bluetooth, your mobile phone could also connect to your computer to synchronise your contacts list, transfer songs and ringtones, even upload those pictures you just took with your camera phone. What’s more, if your friend also has a Bluetooth phone, you could easily send them your pictures, songs, videos, games, or other files stored in your phone, all without having to worry about having the right cables to connect.

So, what does this have to do with marketing? Well, through some clever use of technology, companies are now using Bluetooth to send their latest promotions to the mobile phone — that ubiquitous device that almost everyone uses and carries with them at all times. How does it work?

A small, Bluetooth enabled file server, specially configured for this purpose, is mounted in a busy location. The server will continuously scan the area for Bluetooth enabled devices as they come within range (up to 100 meters). When found, it sends the user a message asking if they wish to receive the advertiser’s content. This could be a coupon, a video, Java game or any other multimedia file. If the user responds with a Yes, the file is sent automatically. If they respond with a No, the server logs this decision, and will not ask the same user again the next time they come within range. This so called blacklisting feature ensures that users are not continuously bothered with requests to download things they don’t want.

And, in contrast to SMS or text messaging, there is never a charge to send or receive files via Bluetooth. What’s more, since files don’t pass through any cellular carriers, Bluetooth Marketing works even where there is no network signal, such as on the tube.

So what are the benefits and pitfalls, both for prospective businesses looking for a new and unique way to connect with their customers, and for consumers, who may view advertising on their mobile phones as a sort of invasion of privacy?

For advertisers, Bluetooth Marketing allows them to send their promotions to people for very little cost. Aside from the initial purchase of the equipment, Bluetooth Marketing campaigns are essentially free to run. Because files sent by Bluetooth are free, it would not matter if a company sent 10 promotions or 10,000. More importantly, users who choose to accept the message inevitably take the time to look at it. This differentiates Bluetooth marketing from other types of advertising, which goes largely ignored by the target group. Advertisers also have the opportunity to market their products and services based on the proximity of the consumer. For example, restaurants can send coupons to people as they walk by; movie theaters can send video trailers of new releases to people standing in line, etc. What better time to send promotions to customers than when they are physically close?

Of course, from the point of view of the consumer, there may be fears that this technology may raise some privacy issues. Would people be spammed with ads they don’t want as they’re walking down the street? Will advertisers be able to record their cell phone numbers and use it for marketing purposes? And what if someone doesn’t want to receive this kind of marketing — ever?

In fact, the technology does incorporate ways to resolve these issues. Again, Bluetooth servers must always get permission first from users before any content is sent. And if the user refuses, the software remembers this, and will not ask again in the future. This ensures that only people wishing to receive content will get it — a benefit to both advertiser and consumer. Also, personally identifiable information is never collected by the system. The server only detects each phone’s MAC address, a unique hardware ID, but nothing else. It cannot collect phone numbers or any personal information from any user. People needn’t be afraid that their private information is being compromised in any way. And, of course, users can always choose to never participate in any Bluetooth campaign by simply setting their Bluetooth to invisible , so they won’t be found in the first place.

Besides just coupons and promotions, stores can get creative and offer free games or songs to reward customers, companies could use this technology to distribute bulletins to employees, or professionals can use Bluetooth to send business cards to potential clients, ensuring that they always have their correct contact details handy. The possibilities are vast. So the next time you’re walking down the street and you get an unexpected message on your phone asking if you want a free cappuccino, just say Yes, and look around you. You may not have noticed the cafe on the corner, but they noticed you!

Bluetooth marketing is about sending people stuff to their mobile phones from a hotspot. People need to be in a range of 10-100 meters (standard range of Bluetooth Class 1 modules) and may receive files like images, mp3, 3gp videos, Java applications and games (.jar files).

What Bluetooth marketing is not

Bluetooth is not SMS. You do not send text messages - you send files, and what's moreover people can accept or reject the transmission. So, surprisingly, it is not as annoying as SMS or spammy-alike emails which nobody seem to like.

How it works

When a person with Bluetooth-enabled mobile phone gets close to the Bluetooth hotspot, it will send him a request for a permission for sending files (e.g. Do you want to connect with Porsche?) and once the permission is granted, the hotspot starts sending content previously configured by a marketer.

Professional Bluetooth transmitters are able to send files to more than 50 users at the same time. They can also recognize mobile phone type and a vendor to send mobile content specially matched to a specified handset.

When Bluetooth marketing does not work

In every Bluetooth marketing campaign people should be aware the campaign is running. Only 2% of people accept files from unknown source. Usually simple visual sign saying "turn on bluetooth" works and can boost reception rate to 20-40%.

What are the benefits of Bluetooth marketing for the marketers?

No cost per customer

Bluetooth communication is not controlled by telecom operators, transmission is completely free both for sender an a receiver. Since it is usually the marketing budget that limits possibilities, this type of marketing gives new powerful opportunities for marketers, as there are no cost per customer.

Measuring tools

Professional Bluetooth marketing platforms provide online tools for measuring content reception from multiple Bluetooth hotspot at the same time, allowing marketers to try different advertising strategies and to check results after a short period of time. The online management tools might be compared to internet ads (like Google AdWords), where marketers receive instant reports and can modify campaigns in every moment.

Permission-based

Since Bluetooth connections are anonymous and must be allowed by mobile phone users, there are no legal issues regarding the transmission. This makes Bluetooth marketing more universal, cheaper, easier to implement and seen by customers as less of a spam than SMS or email marketing.

New powerful channel

Bluetooth marketing is the first true marketing strategy that reaches mobile phones and uses their potential. Since marketers can offer sophisticated mobile applications like product brochures, cinema repertoires, event agendas, games, tools, mobile books - they have a new unexplored marketing channel with a very exciting options of providing their customers real value at no cost per person.

How not to spam and get a good reception?

To ensure the best reception, customers should be asked to turn on Bluetooth in their mobiles. Any visual signs like “Turn on Bluetooth!” will make them aware there are some free goods they can get (like discount coupons or mobile product brochures - much more convenient than printed ones) and will increase the reception. However uninterested customers should not be contacted to often and professional bluetooth marketing devices allow to configure the behavior of the hotspot which may be different in different situations.

More information

www.bluair.pl is a website of vendor & provider of Bluetooth marketing hardware devices and software tools currently used by marketers in 20+ countries.

Coca-Cola believes that the campaign will reach consumers even more intuitively than traditional forms of media. Indeed, Coca-Cola are seeing conversion rates up to 65 per cent at Olympic hotspot locations. Just another great example of how location based marketing can reach your target audiences.

Dazu Florian Gmeinwieser von Plan.Net mobile: „Durch die Zusammenarbeit mit Blue Cell Networks können wir unseren Kunden eine technisch sehr ausgereifte Bluetooth Lösung anbieten. Das ist vor allem für Kunden interessant, die die junge, schwer erreichbare Zielgruppe ansprechen möchten.“

Über Plan.Net Mobile:
Plan.Net Mobile ist innerhalb der Serviceplan Agenturgruppe eine Spezialagentur, mit Fokus auf die Integration des Mediums Mobile in den Kommunikationsmix. Schwerpunkt bilden hierbei Mobile Mediaplanung, Mobile Internet, Mobile Kreation sowie Integration von Mobile in klassische Medien.

Über Blue Cell Networks:
Die Blue Cell Networks GmbH (BCN) ist europäischer Marktführer und Spezialist für ganzheitliche Bluetooth Marketing Lösungen. Das Unternehmen entwickelte mit beamzone® den weltweit ersten Bluetooth Handy Hotspot. Als Full Service Anbieter ist BCN sowohl technischer Provider, als auch Dienstleister rund um die Integration und Realisierung von ganzheitlichen Bluetooth Marketing Lösungen für namhafte Marken und Agenturen. Neben der technologischen Entwicklung, dem Betrieb und der Implementierung von beamzone® Hotspots und Netzwerken in den Bereichen Außenwerbung, POS und Messe/Event, bietet BCN kundenindividuelle Bluetooth Marketing Lösungen im Full Service. Von der Beratung und Konzeption einer Bluetooth Kampagne über die Produktion und Optimierung von mobilen Inhalten bis hin zu umfassenden Reportings und Analysen. Zu den Kunden zählen u.a. Sony Ericsson, Nokia, Nike, McDonalds, BMW, Mercedes Benz, Audi, Universal Pictures, Ströer, Boomerang Medien, OMD, JC Decaux, 12Snap, AKQA, YOC, Almap BBDO

Quelle: www.openbroadcast.de

Proximity marketing is being embraced by all kinds of organisations, including transportation services, sports arenas, financial institutions and retail stores. Because the content is only limited to what can be stored on a file, virtually anything is possible, from free ringtones and travel updates to sales promotions and event information.

“The advantages of proximity marketing include free transmission for both the sending and receiving parties; the ability to send rich content such as video, music and even Java applications; the ability to target an audience locally, to within 10 to 30 feet; and the relevant novelty of the application,” explains Sean Meckley, marketing program manager for the Bluetooth SIG.

Written by Jackie Zack for the Bluetooth SIG Q3 2008 Magazine.

We are very proud today because we have released the new webdesign on www.adeye.com and have improved the information flow. Where we have added several new sites and try to educate and learn our clients more about Adeye and how advertisers, agencies and ad owners can benefit by using our solution.

Some of the improvements we have done:

• Adeye Report - Information how advertisers can benefit on measurement
• Adeye Academy - lessons how mobile marketing is an advantage for many traditional advertisers
• Data Centre - Here you can monitor top handsets, manufacturers etc.
• Case Studies - giving you examples of some of the campaigns we have done
• News/Blog - giving you more updated news about Adeye and Blogs

We will add new features and do some small adjustments on the way, and we are happy to get all the feedback we can if there are something you think should be added.

There’s no question that businesses want to target relevant products and services to the most appropriate customers at the best possible time – just as consumers want to receive them at the best possible time. So, imagine standing in a movie theatre when your mobile beeps and displays a coupon for free popcorn with the purchase of a drink. How much more relevant and well-timed can advertising be than that?

The answer, thanks to proximity marketing is “not much”.

Written by Jackie Zack for the Bluetooth SIG Q3 2008 Magazine.

O estudo mencionou que para que essa intenção se torne real, diversas táticas devem ser aplicadas:

• As ofertas devem ser relevantes aos usuários;
• Elas devem entregar valor real aos consumidores;
• A freqüência de entrega destes cupons deve ser bem estudada;
• O cliente deve ter controle sobre o conteúdo entregue, seja pela permissão, seja pela relevância;

Essa mídia tem diversas características e benefícios. Entre elas:

• Distribuição de ofertas real time;
• Ofertas baseadas em localização do usuário;
• Promoções personalizadas;
• Distribuição em horários específicos do dia;
• Geração de compras por impulso;
• Possibilidade de distribuição (100% Free) via bluetooth.
• Baixo custo de distribuição;

Dificultando a adoção em larga escala, está a dificuldade da disponibilização de hardware compatível para a leitura, mensuração e tracking de uso de cupons móveis.

Apesar do interesse e da oportunidade, a adoção dessa solução ainda é de 1% dos entrevistados da Juniper. Fica então a questão: Cupons Móveis será a próxima onda?... Afinal, quem não gostaria de receber um desconto interessante no celular?!....

“It wasn’t long ago that the Global Language Monitor, which tracks the frequency of words in print and electronic media around the world, announced the top 10 English words of 2007. On the list, which included “hybrid,” “surge” and “bubble,” was the word “Bluetooth.”

“While delighted at this bit of cultural trivia, we aren’t surprised that the word epitomising wireless connectivity made the list. After all, Bluetooth technology is enjoying unprecedented adoption rates and market penetration.”

We know that 2 Billion Bluetooth products have been shipped around the world. This figure continues to rise as new emerging end products in the marketplace utilise Bluetooth. Next time we will explain the relevance of Bluetooth Marketing.

Die fest installierten beamzone Bluetooth Hotspots im UCI Kinonetzwerk boten Kinobesuchern die Möglichkeit, sich mobile „Mamma Mia“-Inhalte via Bluetooth kostenlos herunter zu laden. Die Kampagne lief zwischen dem 17. und dem 30.7.08 in UCI Kinos in Berlin, Bochum, Cottbus, Dresden, Düsseldorf, Hamburg und Potsdam. Neben dem WAP Link zum Universal Online Portal und dem „Mamma Mia“-Kino-Trailer standen auch verschiedene Wallpaper zum Download zur Verfügung.

Quelle: www.bluecellnetworks.com

The name was officially adopted in 1998. The first Bluetooth mobile phone was launched in just 2000. The rest as they say is history.

Um “MOB” realizado pela LG Electronics para promover o LG Secret, novo celular da empresa, parou a Oscar Freire, a mais luxuosa rua de São Paulo,  dia 28 de Junho. A ação, que reuniu 40 modelos da agência Ford Models, envolvendo lojas famosas como Zoomp, Fórum, Iódice, Triton, entre outras, ocorreu duas vezes – às 14h30 e às 16h.

O Mobile Marketing como não poderia deixar, também fez parte da ação, além de presenciar a coreografia e o desfile das modelos segurando o celular, as pessoas também receberam informações, via Bluetooth, sobre o LG Secret, o que fez com que elas logo percebessem do que se tratava toda a movimentação. Também estavam presentes mais de dez blogueiros que acompanharam e registraram tudo o que ocorreu na Oscar Freire. O novo celular da LG é feito de materiais inusitados, como fibra de carbono e vidro temperado, além de ser o mais fino aparelho da categoria de celulares com câmera de 5 megapixels.

Frazier Miller, general manager of Yahoo! Local, said that by 2010 mobile phones are expected to outnumber PCs by three to one, adding that local information is the biggest demand from mobile users.

He continued: "We have a perfect storm brewing between user demand, advertising desire for targeting and mobile evolution that's going to make this an incredibly rich arena for the next few years."

The local mobile marketing 'revolution' has started; can you afford to miss out?

Die SEVEN PRINCIPLES AG hat für die SONY BMG MUSIC ENTERTAINMENT (GERMANY) GMBH das Event am 12.07.2008 im Olympiastadion Berlin mit Mario Barth erfolgreich mit einer Mobile Marketing Aktion begleitet. Per SMS konnten sich die rund 70.000 Zuschauer an einem Weltrekordversuch für den längsten DVD-Abspann beteiligen. Außerdem konnten Fans an Bluetooth-Säulen kostenlos digitale Autogrammkarten von Mario Barth erhalten. Die überaus hohe Responsequote von 18,15 Prozent sorgt für eine Weltrekordbeteiligung beim DVD-Abspann und 10,2 Prozent der Besucher haben eine digitale Autogrammkarte via Bluetooth abgerufen und unterstreichen so eindrucksvoll die Effektivität mobiler Marketingkampagnen. 

Die Zuschauer, die ins Stadion gekommen waren, um Mario Barth beim Weltrekord „Live-Comedian mit den meisten Zuschauern“ zu unterstützen, konnten sich - ebenfalls live - direkt am nächsten Weltrekordversuch beteiligen: SONY BMG wird den Auftritt des Comedians im Herbst 2008 auf DVD veröffentlichen. Alle Zuschauer, die  ihren Namen und ihren Wohnort per SMS an eine Kurzwahl geschickt haben, werden  sich mit ihren Daten als Teil des DVD-Abspanns wieder finden, der den Weltrekord des längsten DVD-Abspanns brechen soll.

An gut frequentierten Standorten im Stadion waren außerdem insgesamt sieben Bluetooth-Säulen aufgebaut. Mithilfe der drahtlosen Übertragungstechnologie Bluetooth konnten die Fans sich an den Säulen digitale Autogrammkarten auf ihr Mobiltelefon laden. Viele Zuschauer reichten die Autogrammkarte anschließend von Telefon zu Telefon ebenfalls per Bluetooth weiter. SONY BMG und 7P gehen aufgrund des viralen Effektes von einem Verbreitungsgrad im Publikum aus, der weitaus höher liegt als die direkt gemessene Abrufquote von 10,2 Prozent für die digitale Autogrammkarte.

Die 7P Bluetooth-Säulen erlauben das sekundenschnelle Übertragen von digitalen Inhalten auf Mobiltelefone. Die Säulen können mit unterschiedlichen Inhalten bestückt werden. Eine Vernetzung der Säulen verhindert, dass gleiche Inhalte doppelt an denselben Nutzer ausgeliefert werden. Die Konfiguration und das Bestücken mit Inhalten erfolgt remote und kann individuell im Zeitverlauf der Kampagne angepasst werden. Der direkte Rückkanal erlaubt eine genaue Messung des Kampagnenerfolges.

7P hat die Mobile Marketingkampagne zukunftsorientiert konzipiert. Durch Versenden eines Schlüsselbegriffs an eine Kurzwahl erklärten Zuschauer ihr 

Einverständnis, künftig über weitere Termine und Veröffentlichungen des Comedian per SMS, MMS oder WAP von SONY BMG informiert zu werden.

"7P hat eine hervorragende Expertise im Bereich Mobile Marketing, sowohl konzeptionell als auch in der technischen Umsetzung", so Marcella Sieder, Senior Product Manager SONY BMG Entertainment & New Business Division.

"Die herausragenden Ergebnisse der Aktion zeigen, dass Mobile Marketing massenmarktfähig geworden ist."

Quelle: www.7p-group.de

"O bluetooth é uma ferramenta interessante para atingir um público estratégico e o processo não é invasivo porque o usuário aceita ou não a interação", disse Paulo Martinez, diretor de Planejamento e Mídia da agência Ginga, responsável pela ação.

O filme, que foi desenvolvido pela área de efeitos especiais da agência, apresenta as aeronaves da Embraer em forma de animação 3D, mostrando o funcionamento e os benefícios do site, que traz também informações sobre outras aeronaves para que o público possa comparar itens como conforto e espaço, emissão de poluentes, gasto com combustível, entre outros.

So with this being the first of many blogs, it seems appropriate to take a step back and celebrate how far Bluetooth has come in such a short space of time.  Indeed, 2008 marked the 10 year anniversary of Bluetooth technology.   No other wireless technology has grown to be shipping nearly 2 Billion products in 10 years. Within the UK an outstanding 90% of consumers now recognise the Bluetooth brand.  Even though Bluetooth technology is relatively young its emergence and its potential are immense. The same could be said when referring to Bluetooth marketing and we will illustrate over the coming weeks how this potential can be utilised to increase your sales and brand awareness.