Successful Bluetooth Marketing Campaigns - Case Studies from India

Bluetooth marketing is one of the many innovative ways of marketing on a mobile phone today and bluetooth technology is at present the current choice for campaigning and marketing. Bluetooth marketing, which is  also known as Proximity advertising has become really popular with many brands and advertisers as way to get in touch with prospective or existent customers. By definition proximity marketing is "the localized wireless distribution of advertising content associated with a particular place. Transmissions can be received by individuals in that location that wish to receive them and have the necessary equipment to do so." So if a user owns a cell phone and it’s in the proximity of a marketing program that is "on air", he/she would be able to receive the content or advertisement.

In this series of innovative "Campaigns Watch", we present to you a few successful bluetooth marketing campaigns that took place at various events in India. With its huge and ever growing mobile population, India surely presents a great opportunity to innovative mobile marketing and advertising technologies.

All these bluetooth marketing campaigns were conducted by Blufi, a mobile media network that delivers rich mobile content, context based advertisements and location based services directly to user’s mobile at ‘zero’ cost to consumers.

Case Studies

ICICI BANK

Location: All ICICI bank locations

Period: May 2008

Objective: Distribution of mobile banking application

Solution: Bluetooth kiosks were installed in ICICI ATMs and ICICI banks.Customers who walked into bank outlets were asked to turn on Bluetooth for downloading ICICI banking applications.Applications were delivered based on the mobile phone model being used by the customers.This application requires GPRS connection for its operations. Delivering a link would ensure that only users with GPRS connection could download the same.Users were educated about the application using the webpage.

Results:

• 1000+ downloads at each outlet & 10000+ downaloads over all outlets
• Increase in the use of this application

FICCI FRAMES 2008

Location :Rennaisance Hotel, MUMBAI

Period : 25th – 27th March 2008

About the Event:

• Was held between 25th to 27th March 2008 at Renaissance Hotel, Mumbai
• Asia’s Biggest Convention on the Business of Entertainment with more than 2500 delegates from over 22 Countries
• Who’s Who from Indian Media and Entertain Industry had participated
• Participation by Global Media & Entertainment conglomerates

Solution:

• The event location was converted into BluFi zone.
• A Mobile event brochure with co-branding from BLACKBERRY was delivered to the delegates. A separate page was dedicated to blackberry in the brochure mentioning about blackberry and its products.
• The event updates were delivered in the form of Magic Moments to the delegates also carrying the logo of BLACKBERRY.

Results:

• Maximum Brand Recall for the college and the brands which were associated with us.
• 2500+ downloads

Virgin Mobile Launch Party -2008

Location : Mumbai
Date : 03 March 2008

About the Event :

• Virgin Mobile in association with Channel V celebrated the launch of their mobile phone at, MMRDA Grounds, Mumbai.
• The who’s who from the entertainment industry and Media were invited.

Objective:

• Convert the event venue as the BluFi zone.
• Enhance the user experience by delivering the information about the event.
• Deliver the Virgin Mobile ring tones to delegates mobile.
• Deliver the Videos of the TV ads of Virgin Mobile
• Deliver video files from Channel V.

Solution:

• The event location was converted into BluFi zone.
• The ring tones and videos were delivered

Results:

• Maximum Brand Recall for the Virgin mobiles
• 1000+ downloads

NASSCOM LEADERSHIP FORUM-2008

Location :Grand Hyatt, Mumbai

Period: 13 – 15 February 2008

Objectives:

• Information management for the entire event.
• Improved mode of interaction between the delegates and the organizers.

Solutions:

• The Ground Floor of the Grand Hyatt, Mumbai was converted into Bluetooth zone.
• The solution deployed, provided information at the fingertips of the participants of the event.
• Event schedule was pushed to users mobile
• A Networking tool was pushed and was activated at the event. Using this tool the delegates could network with each other and exchange their contacts. Also they could share their thoughts by sending instant messages to them.
• Reminders for the upcoming sessions were sent to the users through Bluetooth and SMS.

Results:

• Maximum Brand Recall for organizers
• Enhanced event experience and an improved mode of interaction at the event
• 1000+ downloads
• 7500+ interactions

The Economic Times Mobile Marketing Summit 2007
Location : Mumbai

Objective:

• Information management for the entire event.
• Improved mode of interaction between the delegates and the organizers.

Solution:

• The solution deployed, provided information at the fingertips of the participants of the event.
• Information about the Session Schedule, Profile of the Speakers, Topics in the Seminar, were delivered to the delegate’s mobile phones.
• Web based Management console was implemented for queries during the Q&A session.
• Solution was supported by SMS and Bluetooth options for communication.
• Information access was made easier in the event.

Results:

• Enhanced event experience and an improved mode of interaction at the event.
• Improved interface for interaction was used in the seminars during Q&A sessions

India Telecom 2007

Location:Pragathi Maidan,Delhi
Period:12th – 15th December 2007

Objective:

• Information management for the entire event.
• Provision for a medium to the stall owners to reach to the people in the event.
• Improved mode of interaction between the stall owners and the visitors.

Solution:

• The entire event was converted into Bluetooth zone.
• Information about the Session Schedule, were delivered to the delegate’s mobile phones.
• The stall owners sent the information of their stall and their products to the user’s mobile using our medium.

Results:

• Maximum Brand Recall for organizers
• 5000+ downloads
• Increase in the foot fall for the stalls who had used our solution.

About BluFi
Blufi, a mobile media network that delivers rich mobile content, context based advertisements and location based services directly to user’s mobile at ‘zero’ cost to consumers. Blufi network is being used by leading brands around the world for delivering targeted, measureable and engaging communication with the target customer base. Blufi is deployed in India in high footfall areas like malls, hangout locations and stadiums.

TELiBrahma
TELiBrahma is a leading mobile solutions company headquartered at Bangalore. With a plethora of offerings that cut across industries and geographies TELiBrahma has established itself as a leader in the mobile applications space. During the year 2007, TELiBrahma was recognized as the ‘Most Promising Start-up in the world’ and ‘Top 100 Tech Startups in the world’ by Red Herring and has also won the ‘Deloitte Technology Fast India 2007 program’ conducted by Deloitte Toche Tohmatsu, Asia Pacific. The company has also been cited by Nasscom as ‘ Top Innovator in the country’ . The company was founded in the year 2004 and has bouquet of products and solutions. Being a true innovator in the mobility domain, TELiBrahma focuses on creating solutions that makes mobile interactions a "Wanting Experience

Source: BluFi

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