It's being called different things, toothing, bluejacking, bluecasting, bluespamming, proximity marketing. It's the ability to transfer info using Bluetooth, on to the mobile phone.
Regardless of what it's called, transferring info using Bluetooth to "turn on" the physical world is catching on. This represents another form of mobile marketing.
Will this start physical world connection mobile marketing?
Shoppers have gotten used to fielding cell-phone calls in stores from family members suggesting things they might pick up. Now retailers themselves are jumping into the act.
Walk into a pilot store of the f.y.e. (f.y.e alos offers the ability to scan a DVD barcode and retrieve info using their instore kiosks. More physical world connection.) or Coconuts audio-video chains, and your Bluetooth-enabled phone may get a text message asking if you mind being hit with ads and product samples as you shop.
Those who opt in receive movie trailers, music downloads, and game come-ons.
The system is being tested in 10 stores, with an eye toward rolling it out to most of the 850 outlets owned by Trans World Entertainment Greg Harper, a senior strategic adviser at TWE, says messages will go only to those shoppers who grant permission.
"You have to say 'yes' before we send anything to your phone." In-store kiosks tell shoppers how to set their phones to get that Fantastic Four movie trailer they see playing in the store. TWE says it hasn't had any complaints yet.
If the test takes off, expect TWE to add partnerships with game and movie companies. In advertising, there's no such thing as a "busy" signal
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A new addition to the services of the interactive team, Portfolio is proud to unveil its new Bluetooth advertising service. We can now offer businesses and organisations the tools to engage with their customers and clients using the latest advertising medium. Bluetooth messenging allows businesses to send opt-in offers, marketing, video and images directly to people's mobile phones. It is also a powerful tool for large festivals, conferences and public spaces enabling organisers to create "Hotspots" to give out advice and direction.
We are currently working with a local pub to run a series of adverts leading up to the World Cup. These promote the pub's facilities and special World Cup events. Feedback so far has been excellent and it's created quite a buzz among the customers. We are also in talks with a local authority, several bar chains and an international yacht racer (see our other news!) so watch out for more of our Bluecampaigns!
More information can be found at:
http://www.bluetooth-advertising.co.uk
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