Warner Bros campaign secures Bluetooth audit from ABCe

by Jacquie Bowser, Brand Republic 16-Jul-09, 11:30

LONDON - Bluepod Media has become the first mobile marketing agency to secure an audit for a Bluetooth campaign from the ABCe, measuring downloads for Warner Bros Entertainment UK's hit comedy 'The Hangover'.

The campaign featured a trailer of 'The Hangover', which was sent to mobiles via Bluetooth through Bluepod Media's bar network between June 15 and 21.

The activity was measured from five locations in the London area and verified by ABCe.

ABCe audited the number of devices that successfully accepted the trailer, as well as the total number of times the trailer was downloaded. ABCe also audited the total number of Bluetooth devices detected during the campaign period.

Bluepod Media achieved ABCe's two-star Associate Subscriber Accreditation. The ABCe Associate Subscriber Scheme allows suppliers in the digital media industry to demonstrate their ability to comply with industry-agreed standards.

Stefan Hohmann, co-founder of Bluepod Media, said: "It is imperative to us to provide credible, comparable and independently audited figures for our Bluetooth campaigns to ensure our clients have the utmost confidence, not only in our unique mobile media proposition and its seamless execution, but also in the clarity and robustness of results achieved.

"That's why Bluepod Media have been ABCe Associates from day one and why we are thrilled to receive their highest possible two-star accreditation."

'The Hangover' is a Las Vegas-set comedy centered around three groomsmen who lose the groom during a stag weekend. They retrace their steps in order to find him.

Richard Foan, managing director of ABCe, said: "We are delighted that Bluepod Media has become the first mobile marketing agency to complete a Bluetooth audit with us.

"In doing so, Bluepod Media has demonstrated the importance they place in providing Bluetooth data which is accountable, transparent and verified independently by a third party to industry-agreed standards, delivered by ABCe and Jicwebs."