Pepsi has started its largest ever Bluetooth based marketing campaign, allowing people to download a video clip to their mobile phone from poster adverts.
The campaign to deliver viral video clips, which went live on April 2nd, runs for two months in outdoor advertising locations consisting of bus shelters in Washington D.C., Los Angeles, Denver and Orange County, and pay phone kiosks in Pittsburgh and Philadelphia.
Each of the media networks has integrated Qwikker's Bluetooth content distribution technology into their street furniture. Any consumer with a Bluetooth enabled phone is able to download free video clips from a Pepsi Smash advertisement. The viral video clips being distributed are five "Pass The Mic" clips of freestyle hip hop, provided by Yahoo! Music.
In the first week of the Pepsi campaign, opt-in rates to download content were reported to be 27% across the network.
Karen Robinson, CEO of Prime Point Media said, "Bluetooth delivers a truly interactive user experience. It supercharges a campaign by allowing delivery of brand-driven content to a consumer's cell phone, a part of their daily lives. By enabling specific 700,000 phone kiosk locations with Qwikker Bluetooth technology, we can physically target the campaign to maximize contextual relevance, such as point-of-sale support at convenience stores for Pepsi."
Posted to the site on 30th April 2007
Posted to: www.cellular-news.com/story/23448.php