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

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.