Bei den Olympischen Sommerspielen 2008 setzt Coca-Cola im Mobile Marketing massiv auf Bluetooth an den Sportstätten. Nach eigenen Aussagen die erste Kampagne dieser Art überhaupt.
Pioco, China’s most influential Bluetooth Media company, has wired thousands of hotspots in and around the Olympic stadiums, hotels, restaurants, clubs, cafes and other leisure venues of Beijing and Shanghai to broadcast Coca-Cola Bluetooth video commercials to Bluetooth-enabled cell phones. When Bluetooth- enabled consumers enter a hotspot, they receive a message on their device, asking if they would like to download content from Coca-Cola.
„We’ve been working with Coca-Cola for about two years now, and the campaigns have returned great results,“ remarked Steve Chao, co-founder and CEO of Pioco. „In previous campaigns, we’ve seen conversion rates closer to 35 percent. At events that prompt participants to enable their Bluetooth devices — as will be the case with many Olympic hotspot locations — we’ve
seen conversion rates up to 65 percent.“
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