Bluepod launches Bluetooth marketing network in cinemas

by Jacquie Bowser, Brand Republic 13-Sep-07, 15:45

LONDON - Bluepod Media is launching a proximity-based mobile marketing network in 57 Vue and 27 Cineworld cinemas and five shopping centres operated by Lend Lease, after striking a deal with the companies to exclusively use its distribution technology.

Bluepod Media has developed hardware that can communicate with Bluetooth-enabled handsets over a radius of 100m, sending advertisements to users who agree to access the content.

The company has been running trials throughout the year but has now secured partnerships with Vue and Cineworld cinema groups through Pearl & Dean and Carlton Screen.

Lend Lease Retail has also signed up for the technology, which will deliver Bluetooth marketing to five of the company's shopping centres.

The proximity advertising operates on a pay-per-download basis, with advertisers only paying each time their content is accessed. The box is about the size of a hardback book and only needs a mains socket to function.

Stefan Hohmann, chief executive of Bluepod Media, said: "We are offering brands the opportunity to reach millions of consumers with relevant engaging content which is completely measurable -- something which mobile marketing has struggled to deliver until now."

National Bluetooth marketing campaigns are handled centrally by Bluepod Media but can be remotely operated through each specific venue. Some of the trialled campaigns include film trailers, promotional music downloads and digital vouchers for discounted products.

Bluepod Media can provide advertisers with statistical reports on the effectiveness of a campaign, detailing how many users chose to download the content.

Mark de Quervain, Vue Cinemas' sales and marketing director, said: "Bluepod will enable Vue to run our own offers and advertising campaigns covering movies, retail and other campaigns such as alternative content, as in fact we did, to promote the special screening of Genesis Live from Dusseldorf in June.

"It also offers an additional marketing platform for third party brands to work within our cinemas to reach a wide diversity of audiences in a targeted way."

Bluepod Media is in discussions with venue partners across the sports and entertainment industries to roll out its service in more areas throughout the UK and overseas.

Comments

Vib Sharma - 14/09/2007

Sounds like a grest idea...the potential of proximity advertising seem endless...very exciting...

Andrew Cox - 14/09/2007

i thought a cinema requested that you switch your phone off whilst watching a film

John Dick - 14/09/2007

I think the 100m transfer distance seems a bit ambitious. My understanding is that the range is limited by the power of the receiving unit meaning most phones currently cannot connect unless it is within a 25m radius.

Craig Miller - 14/09/2007

This technology is different and I'm sure that it will work extremely well with both advertisers and the consumer. Exciting times for the mobile industry!

Elliot Messenger - 14/09/2007

Proximity Marketing is a really useful tool, enabling major brands to offer a more direct and personal experience to consumers, especially hard to reach 18 to 34 year olds. 100 meters is not proximity marketing and elsewhere in the world where climatic conditions facilitate longer ranges there has been the inevitable backlash against this spamming approach. John it is good to hear someone with some real life experience putting it out there!