“Pepsi USA - Multi-City Bluetooth Marketing Campaign”
May 1st, 2007
Pepsi has started its largest ever Bluetooth based marketing campaign, allowing people to download video clips to their mobile phone from poster adverts, bus kiosks and other outdoor media locations.
The campaign to deliver viral video clips, which went live on April 2nd, runs for two months in outdoor advertising locations consisting of bus shelters in Washington D.C., Los Angeles, Denver and Orange County, and pay phone kiosks in Pittsburgh and Philadelphia.
Each of the media networks has integrated Qwikker’s Bluetooth content distribution technology into their street furniture. Any consumer with a Bluetooth enabled phone can download free video clips from a Pepsi Smash advertisement. The viral video clips being distributed are five “Pass The Mic” clips of freestyle hip hop, provided by Yahoo! Music.
In the first week of the Pepsi campaign, opt-in rates to download content were reported to be 27% across the network.
Impressive.
Other Examples of Bluetooth Marketing Done Right:
1.Casino Royale does mobile content via bluetooth
2. Landrover tires Bluetooth Marketing
Why We Think Bluetooth Marketing Works!
- There are potential great uses of this technology for free content downloads
- Targets early adopters and the tech-inclined.
Where we think there are problems and challenges!
- BlueTooth Assaults and Messages almost always feel like spam
- Bluetooth messaging platforms don’t have memory - example - They will blast you a message even if you have recieved it already. Annoying.
- Users Don’t always have their bluetooth messages turned on but this can be solved with visual cues to ask users to opt-in.
- Slow Data Transmission Rates and distance issues. Most proximity servers only work at short distance
- Eventually WiMax or Wifi will replace Bluetooth for proximity marketing
- Complicated and cumbersome demands on users:
Step 1. Turn on bluetooth or infra-red
Step 2. Change your phone’s name to XXX
Step 3. Point your phone at the box and wait for up to a minute to receive a message
Step 4. Get content.
Step 5. Repeat and start again
Where to go for the next step!
While there are a variety of full services solutions (Hypertag, Proxmity etc). We recommend going open source with
Consola - the Open Source BlueTooth Proximity Distribution Server
Very easy to use and free! > http://www.consola.org/consola.html
We’ve used Consola as base of our Aap!Mobile BlueTooth Marketing Platform with great results.
We used server our proximity server in conjunction with an Aap!Stripes Campaign. Aap!Mobile’s Bluetooth proximity server sent free 10% discount coupons to cell phone users with Bluetooth enabled cell phones at coffee locations.
Read more about our efforts combining mobile marketing with alternative out of home media.
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2 Responses to ““Pepsi USA - Multi-City Bluetooth Marketing Campaign””
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May 18th, 2008 at 6:14 pm
[...] ejemplo de esto fue la campaña de Pepsi vía bluetooth que se realizó el año pasado en algunas ciudades de Estados Unidos, donde las [...]
September 21st, 2008 at 8:34 am
Hello, my name is Gerardo Taglianetti and represent the company dinoLAB, the first agency bluetooth guerrilla marketing. At its market launch has exposed the posters showing a mock newspaper article announcing the sighting of an alien in the vicinity of the city and also shows a picture of ‘extraterrestrial.
People were asked to activate the bluetooth mobile phone because it was said that they will be sent a video recorded by a young
Witness the extraordinary event.
Instead of the video, the device has sent a second image with a phrase that says that for technical reasons the video is not supported by the phone and asks the person to visit the site of our agency where it is explained to them that this is a joke and which were part of a campaign of bluetooth marketing.
If the idea is liked visit http://www.dinolab.it
Thank you.