Bluetooth Proximity Marketing Does Work, Here’s Three Successful Case Studies

When it comes to proximity marketing, there’s those that understand its benefits and risks, and those that simply feel it’s not viable given concerns related to consumer privacy, consent and other various issues. Those opinions aside, the Mobile Marketing Association (MMA) just released the results of three unique proximity marketing case studies centered around Blismobile and …   Read More

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Bluetooth Proximity Marketing Does Work, Here's Three Successful Case StudiesWhen it comes to proximity marketing, there’s those that understand its benefits and risks, and those that simply feel it’s not viable given concerns related to consumer privacy, consent and other various issues.

Those opinions aside, the Mobile Marketing Association (MMA) just released the results of three unique proximity marketing case studies centered around Blismobile and several of its clients based around the U.K.

The first was a campaign for Krispy Kreme, which interestingly enough, was the company’s first advertising campaign in the newly entered U.K. market.  Large billboard calls-to-action were used to drive brand awareness and customer loyalty via bluetooth downloads, and was a huge success in the end. During the 15-day campaign, Krispy Kreme generated 48,154 downloads total.

The second involved a branded mobile app campaign centered around Pot Noodle, which included placing large calls-to-action on various commuter trains throughout London to “refresh a saturated strong brand.”  The campaign pushed downloads of a free branded game and created a viral effect in the process.  During the four week campaign, Pot Noodle received just over 95,000 downloads total, far exceeding most expectations, all from encouraging commuters to turn on their bluetooth to download a game.

The third was an interesting one.  The client was Lynx, makers of various body spray known for their marketing campaigns, who enlisted Blismobile to promote its new pocket-size spray on University campuses using proximity marketing.  The campaign ran in university student unions across the UK, where Blismobile installed highly visible floor vinyls in the “download zones” to increase awareness of the campaign.  User’s were encouraged to download a simple branded dating application and was another huge success- an average of 500+ downloads per day per university were recorded around “fresher’s week.”

While granted these campaigns took place in the U.K., it still shows that proximity marketing can be wildly successful if well planned and well executed.  The debate may continue in the U.S., but the rest of the world is already experimenting with the unique marketing medium, and case studies like these only reaffirm their effectiveness.

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7 comments

  1. Dan Hurd

    There are many aspects to Bluetooth Marketing to make it effective and we spend a great deal of time educating our clients on how to use it effectively, and it can be very effective when deployed properly. However to the point of some of the posters, everyone wants to translate a broadcast into dollars and in many cases it is more about marketing and brand awareness than about sales resulting from advertising.
    That said, the best Bluetooth Advertising campaign we have run to date was an in home up-sell campaign that targeted in store consumers to up-sell them on a product that they may not have been in the store to purchase. The download rate of that campaign averaged 16% across all of the locations and the redemption rate was 19%. We often recommend using our equipment for in home up-sell campaigns as these type of campaigns are good fit.
    In the end you need 2 criteria to be met, first and foremost you need a solid call to action to make the consumer aware that there is something to be had via bluetooth (ie signage, video screens, print media etc) and secondly you need to broadcast something people actually want. A funeral pricing brochure will get substantially less downloads than a 2 for one offer from a local restaurant.

  2. Cristopher Serrato

    Darren, please feel free to shot me and email whenever you can I can help you to solve any doubt, we can share ideas so your campaign can really work. cristopher.serrato@inmediatum.com, have a nice day.

  3. Darren

    i agree with joe , its about sales in many areas . We are looking at using this type of marketing to generate new business in our property management company , but im not sure its realy going to work?

  4. Ruby

    Bluetooth marketing has a unique type of mobile marketing via bluetooth download. I’ve seen several unique kind of mobile marketing like dreamwalk http://www.dreamwalkmobile.com/ this mobile marketing gets costumers to try new products risk-free, by giving iPhone users to collect prizes using their GPS map.

  5. Cristopher Serrato

    Definitely the problem is not on the technology it is on the strategy. The most important thing to keep in mind before run a mobile marketing campaign is to grasp “mobile is DIFFERENT”.Once we understand that we will have taken a huge step ahead.
    Other important point here is the call to action, people know bluetooth, people use bluetooth, but people are not clairvoyants, we need to warn them or notify them about the service.

  6. sam

    This is cool but Joe is right. Have to close the loop to really understand effectiveness of the campaign. Send a coupon to their device rather than a branded game, how about. See who follows through on the donut, noodles, spray.

  7. Joe McCarthy

    If the number of Bluetooth downloads met or exceeded expectations in these proximity marketing campaigns, that is an encouraging sign that people are noticing the advertisements and taking some kind of measurable action, but I’m not sure whether the number of downloads is a good marker for success.

    I’d be more encouraged if any increases in sales for Krispy Kreme, Pot Noodle or Lynx can be directly attributed to these interesting campaigns.

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