Tuesday, April 17, 2007


After numerous attempts by many companies to 'ping' passers-by on the street, we've realised 99% of Australian's don't walk around with their bluetooth switched on.

Different companies are now in the market offering "experiential" bluetooth, scattered booths where signage and "hosts" draw people in, ask them to turn their bluetooth on to download vouchers, wallpapers etc.

Two executions are currently being worked in Australia...

Virgin Mobile have teamed up with Groove Armada for their forthcoming appearance at the V Festival March 31 & April 1. Users will be 'pinged' a Groove Armada wallpaper that tags the album release (see below) as they walk past roaming "angels" at the two day festival.

For Beyonce's forthcoming tour, Telstra will have pods scattered across the Sydney Entertainment Centre. These open pods, partnered with signage and a host, will help prompt consumers to turn their bluetooth on and download the "Deluxe Edition" Voucher, which includes a wallpaper, physical retail discount coupon and ringtone link for the sale of Beyonce's latest tones and tracks.

In addition to bluetooth nationally, we're in talks to get a 2 minute "Deluxe Edition" piece (less selly, more entertainment, but still delivering the point) placed on the big screens inside the venue, tagging our ringtone number, plus flyers on all seats tieing back to physical and digital retail partners.

So after more consumer education, and new phone models constantly coming out, bluetooth may a find a real niche in experiential marketing down under.

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