BlueCasting, a new form of proximity marketing developed by Filter UK, has arrived in South Africa. It allows marketers to send media-rich advertising messages to Bluetooth-enabled phones within range of the servers at particular shopping centres, exhibitions, events etc.
The system is based on Bluetooth, the global short-range communication and networking standard, and allows content delivery up to ten times faster than downloading via a mobile network. BlueCasting servers are strategically positioned in public places in close proximity to mobile phones.
Because the delivery method is not network-reliant, there are no network charges to the advertisers or end consumer - recipients can be sent anything from an advert to a music video free of such charges.
The servers can be networked, allowing for remote management, content updating and reporting via an easy-to-use web interface - a new advertising campaign can be deployed within minutes.
Interactivity can be added to outdoor and out-of-home advertising sites by providing product information and incentives at retail locations, and even delivering news and helpful information.
Some of the world's leading brands, such as British Airways, Carling Beer (UK), Nokia, Coca-Cola and Range Rover are using the system to deliver marketing messages, entertainment content and customer-assistance information.
Coldplay successfully made use of the medium to launch their new album, 'X&Y'. Music video clips, interviews, sound samples and more were available for download from servers located around London.
Mobile phone users cannot be "spammed" because they always have the option to refuse a message. People who have accepted an advert will not be sent the same one again, as the software builds up user profiles based on each device's unique Bluetooth ID code.
While mobile phones are the primary target for BlueCasting, personal digital assistants (PDAs), laptops, media players and even Bluetooth-equipped cameras can also be targeted.
BlueCasting promises to revolutionise brand communication in an intimate unobtrusive way. Customer co-operation is required before transmissions can reach them, which allows marketers the benefit of knowing that the recipient is interested in the message as well as using relevant proximity marketing to further target the message.
For more information visit www.bluecasting.co.za
