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					Bluetooth &
Advertising
•
                              What is Bluetooth?
    Bluetooth - named after the Danish King Harald Bluetooth (940 - 985 AD) was
    introduced by Ericsson in 1994 in order to unite computers and
    telecommunication devices wirelessly.

•   Bluetooth allows wireless Personal Area Networks (PAN’s) to be created in
    order that information can be exchanged between computers, mobile phones,
    printers, cameras and video consoles over a secure, globally unlicensed short-
    range radio frequency.

•   Depending on the power of the device Bluetooth can be used over 1 meter
    (1mW),       10 meters (2.5mW) or 100 meters (100mW).

•   At present Bluetooth can transmit data between 1 Mbit/s (version 1.2), to 3
    Mbit/s (version 2.0). Speeds of 53 - 480 Mbit/s (WiMedia Alliance) have been
    proposed.

•   There is no setup required on Bluetooth enabled devices, making it easy to
    use, as opposed to WiFi networks which require expensive equipment, greater
    power output, and complicated installation processes (such as setting up
    network addresses or giving multiple permissions).

•   Pairs of devices can establish a trusting relationship by sharing a passkey of 4
    digits. Devices generally require pairing or prompt the owner before they allow
    a remote device to use any or most of their services. Some devices, such as
    Sony Ericsson phones, usually accept OBEX business cards and notes without
    any pairing or prompts.
How can Bluetooth be used in
          advertising?
           •
 Basic application of the technology
               Bluetooth technology can be integrated into posters, billboards,
               and bus shelters in order to produce an effective interactive
               advertising and marketing opportunity. These areas are known
               as “Bluetooth Hotspots”. The process as a whole is known as
               “Bluetooth Proximity Marketing”.

           •   Within a range of 100 meters it is possible for these Bluetooth
               enabled billboards to scan for pedestrians’ Bluetooth mobile
               phone handsets (if they are set on ‘discoverable mode’ meaning
               that they are visable to other Bluetooth devices).

           •   The billboards/ bus shelters would then send messages to the
               mobile phones requesting permission to send them content. If
               accepted music files, wallpapers, games, java applications, sales
               vouchers or short video clips can be transmitted from the
               billboard to people’s phones free of charge.

           •   These pieces of free content would be intended to lead
               consumers to relevant product websites in order to buy the
               product, or merely to raise awareness of the product. In the case
               of music and film these free files act as tasters to whet the
               consumers appetite to purchase the full versions.

           •   Bluetooth posters also allow viewers to request specific
               information that they require. This means that the posters do not
               merely ‘pump out’ information but act as a two way device. This
               means that the information received can be tailored to the
               individual.

           •   The billboards can not only interact with Bluetooth enabled
               mobile phones but also PDAs and laptops that are equipped with
                 What else can Bluetooth do?
   More advanced applications of Bluetooth Proximity
• Bluetooth posters can be used as a point of sale using
                                       Marketing.
  reverse billing and PayPal services. This means that
    Bluetooth posters can not only be used as ‘teasers’ for
    products but they can enable consumers to buy there and
    then should they wish, by linking them to the relevant WAP
    sites on their mobile phones.

•   Bluetooth hotspots are able to monitor the messages that
    they are delivering in order to prevent sending the same
    information to the same mobile repeatedly and becoming an
    inconvenience to the consumer.

•   This is possible as the site can keep track of the unique
    codes that each Bluetooth handset carries (referred to as a
    ‘MAC address’) This means that the poster is not
    ‘spamming’ consumers indescriminently - which would be
    perceived as a nuisance and may negatively affect opinions
    of the brand being discussed.

•   Furthermore this feature can be used to record which
    information users of the service access, which could then
    be used in future marketing activity for the advertiser.
    This means that Bluetooth posters can act simultaneously
    as an advertising and market research device for one cost.

•   Mobile phone users can also display self made content on
    some more advanced video Bluetooth posters, making them
    truly interactive. Examples of this will be discussed later in
    the presentation but highlight the exciting and innovative
    nature of this medium.
•                               Pepsi case study
    Pepsi (US) launched its first Bluetooth posters as part
    of an integrated advertising campaign in early April
    2007 to promote it’s ‘Pepsi Smash’ music website &
    also the product Pepsi itself. The music website leant
    itself as a product to introducing Bluetooth technology   Bluetooth Poster Artwork
    as there was desirable content (music and videos of
    artists) to distribute to phone users.

•   Interactive bus shelters were installed in Washington
    DC, New York, L.A, Denver and Orange County;
    alongside pay phone kiosks in Pittsburg & Philadelphia.
    These Bluetooth posters were created using
    technology provided by Bluetooth company “Qwikker”.
    The campaign ran for 2 months.

•   Bluetooth mobile users were directed by the posters
    (right) to download video clips from the Pepsi ‘Smash’
    commercial. The viral clips that were distributed were
    provided by Yahoo music and comprised of freestyle
    hip-hop (obviously chosen to be of interest to the
    young target market).

•   To see an example video clip of the content that was
    available for download (which also explains the
    process briefly at the end) visit this link & click
    ‘Watch’ for “Mic Pass - NYC Bluetooth:Pepsi Smash”

•   Alongside the bluetooth element of the campaign TV
    advertising was run including a slot featuring Fergie
    from popular band ‘The Black Eyed Peas’ in the
    prestigeous Superbowl ad breaks - see Pepsi Smash
    Superbowl TV ad here.
                                           • In the Campaign Effective?
                                           Wasthe first week of the Pepsi campaign the opt in rates to download data were
                                               27% across the network. This is an impressive level - especially as the medium
                                               is relatively new to consumers. This medium lends itself to early adopters.
Pictures from downloadable video content


                                           •   By the end of the campaign over 70,000 hits were delivered by the Bluetooth
                                               enabled poster sites and nearly 8000 people successfully downloaded the music
                                               video content (over 10% of those who were offered it).

                                           •   These rates of participation stand up well to other types of media. Mobile SMS
                                               campaigns have a similar response rate of around 12%, whereas more traditional
                                               media such as direct mail have poor response rates of only 2 - 3%. This is
                                               likely to be because of the ease of downloading content on your mobile, as
                                               opposed to having to post something away to learn more which takes a lot of
                                               effort.

                                           •   As the video clips downloaded can be passed from phone to phone free at the
                                               user’s leisure via Bluetooth it is also likely that those who accepted the content
                                               from the posters & kiosks went on to share the Pepsi video clips with their
                                               friends & family. This would have increased the amount of people being exposed
                                               to the advertising content.

                                           •   As the content was highly branded it is fair to say that each time the mobile user
                                               viewed the music video “Pepsi” as a brand will have been activated in their
                                               minds. Psychological studies (Zajonc 1968, 2001) have concluded that this
                                               repeated activation (referred to as “mere exposure”) is likely to foster
                                               subliminal feelings of familiarity & preference towards the stimulus which is
                                               being repeated (in this case the brand ‘Pepsi’) This could then translate to
                                               choosing Pepsi over other colas in this market of parity products.

                                           •   If the phone users decided to use their downloads as ringtones the
                                               aforementioned effect would be even stronger as “Pepsi” would be activated in
                                               their minds each time their phones rang. Undoubtably a positive effect for Pepsi.
                                               This repeated access to people’s consciousness day and night in their private
•               Improvements that could be made to this
    I feel that Bluetooth technology could be integrated into a
    number of other places, not just bus shelters and outdoor phone

                              campaign
    kiosks - if the technology could be integrated into vending
    machines then (with further software being developed) it should
    be possible to receive a ‘reward’ of a piece of music, a video or
    a wallpaper for your phone each time a can is purchased. In this
    case the Bluetooth device would only be active for say 1 minute
    after each purchase to encourage a sale, and meaning that
    people just standing near the vending machine could not access
    the content.

•   It could also be possible for there to be codes on the ring-pulls
    of Pepsi cans or on the inside of Pepsi bottle lids which could be
    entered when in range of the Bluetooth poster so that further
    (not available to everyone) content could be accessed. At this
    point a choice could be offered so that a person could collect a
    number of different clips if they wished.

•   The Bluetooth enabled posters would also do well to be
    positioned in places such as Cinemas, bowling alleys and ice-
    skating rinks near the point of sale of Pepsi, and where a lot of
    youths go. With cinema posters the content could be tailored to
    the films that were showing - for example wallpapers of the
    celebrities in the films, or soundtrack clips being available for
    Bluetooth download. In sports venues sports stars could be
    involved, so that the audience would be maximumly interested in
    the content available.

•   At the adshell interactive bus stops, as the audience have some
    time available to them they could integrate some form of two
    way interaction into the bus shelter. For example, the audience
    could film themselves singing or performing a special trick using
    their mobile phones, which could then be Bluetooth-ed to, and
    displayed on the bus shelter for a period of time. People could
    even go on then to view the different clips and vote for their
                     Bluetooth been used
        How else has1) ASB Bank ‘Pago’ - Integrated in advertising?
•   In December 2006 ASB bank New Zealand            Campaign
    launched a new piece of technology that
    allows people to set up a ‘digital wallet’ and
    to text money to one another. This was given
    the brand name ‘Pago’.

•   The bank stipulated that non traditional
    ‘through the line’ advertising techniques be
    used in order to make an impression on their
    target market - namely opinion formers and
    early adopters referred to as being ‘digital
    natives’ & a ‘techno-savvy youth audience’.

•   An integrated campaign was designed by
    TBWA/WHYBIN New Zealand including
    modified $5 notes - which had a sticker
    placed over Sir Edmund Hillary’s face to
    make him appear pixellated, ‘Post it’ note
    installations in the main train station in
    Aukland, posters and Bluetooth enabled
    Adshells.

•   ‘Hypertag’ Bluetooth technology was used to
    turn the adshell posters into cash machines.              RIGHT
    During a three week radio promotion              30,000 ‘Post it’ notes
                                                     were made into a
    listeners were alerted to a time and place       mural
                                                     of the modified 5
    where the Bluetooth adshells would ‘go live’     dollar
                                                     note in a train station.
    and would then send them ‘cash’ (in the form     The        notes       all
                                                     contained
    of digital vouchers) to motivate them to set     the vital information
    up the digital wallet service.                   about the service. The
                                                     notes were removed
                                                                                    ABOVE - The face of explorer Sir Edmund
                                                                                    Hillary was covered with a sticker making it
                                                     by                                appear pixellated. These were fed into

•   These posters interacted with both Bluetooth
                                                     the public and the
                                                     display
                                                     was decimated within
                                                                                  circulation with permission of the New Zealan
                                                                                                        Mint
       Within the first three months there was a 40% awareness of the Pago
Was   the Pago campaign Effective? of 18 to 24 year old men and
       system amongst the target market
       women.

 •     The original goal of the campaign was to drive 400 people to subscribe
       in the first week of the launch. This was achieved three-fold with over
       1200 subscriptions to the service being achieved within the first week
       of the campaign.

 •     Pago content was delivered via the Hypertag Bluetooth technology to
       3821 mobile phone handsets, with a staggering 76.4% of them going on
       to subscribe. This is undeniably an exceptionally high acceptance rate.
       This is likely to have been due to the competition and ‘free cash’
       element of the campaign but also that the Bluetooth technology
       allowed you to be directed to a WAP site where you could join the
       service quickly and easily.

 •     The Pago campaign was not only a hit with consumers but also with
       the creative industry - receiving five honours at the Cannes Lions
       International Advertising Festival in 2007. These included Media Grand
       Prix in the ‘Financial Products & Services’ category; a Bronze Media
       Lion in the ‘Best Use of Ambient Media: Small Scale’ category; another
       Bronze Media Lion in the ‘Use of Mixed Media’ category; a Bronze
       Direct Lion in the ‘Alternative Media’ category for the pago Money
       Sticker; and a Promo Lion in the ‘Best Integrated Promotional
       Campaign’ category.

 •     The campaign was also shortlisted in the Titanium and Integrated
       Lions awards.

 •     The beauty of the use of Bluetooth in this campaign was that it was
       tailored to the target market who already had a good knowledge of
       mobile phone and Bluetooth technology, meaning that the terminology
       in the posters was understood easily and uptake rates were high. In
       this case the medium of Bluetooth adshells seemed to be intuitively
•   Clothing company ‘Ecko Unltd’ used Bluetooth
                                 2) Ecko Unltd -
    technology in a novel way by creating interactive “Bluetooth   Citylight”
    posters (in Hamburg, Germany). These LCD
    displays allowed passing Bluetooth users to ‘tag’
    the display using their mobile phones.

•   The colour and intensity of the ‘paint’ being used
    could be controlled via the phone (see photo
    right). By using the cursor on the phone the paint
    would appear to be spraying onto the poster.
    This is in homage to Mark Ecko (founder of the
    Ecko clothes label)’s early love of graffiti.

•   Although this campaign used Bluetooth in an
    innovative way there are a number of possible
    problems, the first of which being monitoring the
    content that is ‘sprayed’ onto the posters. It
    would not be a positive thing for Ecko if abusive
    language (such as racism, sexism, or swearing
    etc) is placed on the poster in association with
    the brand.

•   The amount of time that it might take to do a
    design - with the setup that is required, may
    deter users from using the poster interactively,
    whereas the Pepsi bluetooth content was
    relatively quick and easy to access.

•   The campaign has however garnered much public
    response on blogs & forums on the internet (see
    here) with a large number of people reacting
    positively seeing it as a mess free and ‘cool’ way
    of displaying graffiti. This medium of expression
    is a good way for Ecko to ‘bond’ with their target
    audiences (as Ecko clothing is designed for
•        Dutch HIV awareness charity HIV awareness.
    The 3) “Orange Babies” for “Orange Babies” was set out to
    raise awareness and create funds for HIV infected African mothers.

•   Ogilvy Amsterdam created a unique interactive display at the
    ‘Millionaire Fair’ in Amsterdam utilising Bluetooth technology,
    which created a highly captivating execution on a very small
    budget. Bluetooth is a cost effective medium and therefore creates
    a lot of ‘bang for the buck’.

•   The Orange Baby stand featured an interactive video screen
    showing a baby crying. As visitors approached the stand they
    were Bluetooth-ed the message “Do you hear a baby crying? Let
    her smile again. Orange Babies” along with a photo of an upset
    baby girl (see image top left).

•   When people then placed money or notes into the stands above the
    video screens the baby turned from tearful into smiling and
    giggling. The campaign focused around the campaign line “Your
    donation makes the difference”

•   The results of this application of Bluetooth technology was
    successful with over 45000 euros being raised for the charity. The
    response rate to the Bluetooth message was 8.3%, which as
    aforementioned is higher than some traditional media such as
    direct mail (only 2-3% even for charities).

•   Although this was only used in one location, Bluetooth proximity
    marketing could be particularly effective for charities, with the
    possibility of donations being made via the internet on mobile
    phones rather that literally putting money into a box (which would
    be less viable in non secure places). This would allow people to
    donate to charity without the annoyance of people hassling them
    with clipboards in the street.

•   The content that would be shown would have to be chosen
    carefully however so that it was not too distressing, as this would
    be off-putting and people might avoid looking at the poster/video
                          Evaluation of Bluetooth.
    Positive Points
•    Bluetooth enabled posters etc are cost effective, as they are
     relatively cheap to set up when you compare them to other
     media such as TV or print. A single basic bluetooth hotspot
     costs approximately £1000 plus the rental of the space.

•    If Bluetooth sites are used to gather information this also
     means that difficult to otherwise obtain data can be obtained
     from the public for little extra cost (only the extra price of the
     additional software)

•    The viral effect of the content that is sent to phone users
     should also not be underestimated, as if the content is passed
     from one person to another via bluetooth then this further
     advertising is completely free of charge to the advertiser.

•    Bluetooth enabled posters allow people access to content they
     genuinely want, and which will remind them of the brand that
     sent it to them every time they use it. The free content will
     also make the brand appear generous and will help foster
     consumer relationships which are particularly important in
     parity markets - such as with Pepsi.

•    Bluetooth posters such as the Ecko example allow people to be
     truly interactive with a brand, which is not possible with TV,
     press and radio which are one way communications

•    Unlike infrared Bluetooth can deliver messages to multiple
     people at one time, and outside a direct line of sight.
• Negative Points mobiles on ‘discoverable’
  People do not always keep their
    mode (for security reasons - as people can ‘hack into’ your
    phone and details using Bluetooth), or they don’t have
    Bluetooth turned on all together, which means that
    messages from Bluetooth enabled posters would not be
    received.

•   A large number of people, particularly those of the older
    generation are not au fait with how to use the Bluetooth
    functions on their phones, even if the Bluetooth is turned on.
    This could however be helped with good instructions on the
    posters. This problem should diminish with time as all
    generations will be more IT literate.

•   Some brands of mobile phone (Nokia particularly it seems at
    this point in time) have more problems with others in
    receiving, and sometimes they don’t work at all. The new
    iPhone also appears to have a number of ‘glitches’ with it’s
    bluetooth functions.

•   At this point in time Bluetooth only works over a relatively
    short range. This is more of a problem for billboards, where
    people will be trying to interact from further away than for
    posters (where in order to read them they will almost
    definitely be in range)

•   People may perceive Bluetooth to be an invasion of their
    privacy, as mobile phones are considered to be a highly
    personal domain.

•   This will be worsened if Bluetooth posters are not self
    monitoring, so that they will try to send the same message
    to the same person multiple times. This can be avoided by
              What do the experts say?
•   "Among 18 to 34-year-olds, particularly in the younger parts of the age range,
    Bluetooth is the channel of choice for receiving and sharing content....The
    encouraging news is that they [consumers] see it as any other media channel and
    so expect to be advertised to through it. The market appears very willing to receive
    sponsored content and offers, so long as they're opt-in and compelling...What's
    also encouraging among the older part of that age group is that business people on
    the move are using the technology to synchronise mobiles, PDAs, laptops and
    computers. So the technology is a huge opportunity that's being widely used and
    now comes as standard on most phone and PDAs. It's a huge new opportunity”.
    MMA chairman, Nick Wiggin.

•   “It’s using sight, sound and motion [to] sample our programming,”
    explained George Schweitzer..This is the best way to sample a TV show,
    he said, adding that everybody likes a free sample”
    George Schweitzer, president of the CBS Marketing Group

•   “I would be shocked that it wouldn’t have positive impact...This is a
    perfect product demo. When the ad becomes the content, I think it
    works perfectly.”
    Greg Stuart, CEO of the Interactive Advertising Bureau in New York
Blogs & Websites for more info...

•   Ogilvy's Rohit Bhargava's blog -
    Landrover Bluetooth campaign
•   Media Week blog on Bluetooth
    advertising
•   "Bluetooth Weblog"
•   ad2hand.co.uk
•   Tom Hume bluetooth blog
Thankyou


     Claire Phillips
 ClaireP2001@aol.com