mobile marketing campaign :Bluetooth/Proximity marketing and bluespamming

recently came up with the idea of bluetooth mobile content delivery kiosks during a brainstorming sessions with a friend. He convinced me to give up the idea which I did but don't quite remember the convincing arguments he gave me. But when I read this article today about Coldplay's recent Bluetooth marketing campaign for their latest album: X Y (which I very much like), it made me reconsider the whole thing again. The Coldplay bluecasting campaign was surprisingly very successful when compared to other traditional campaigns. Ofcourse there are also long debates over whether this is even legal - some people call this method of bluetooth broadcasting as bluespamming and consider it to be evil. Mobile billboards? What I envisioned previously when I came up with this idea was a company which will install these bluetooth-enabled mobile content delivery kiosks all over a city for instance in Singapore - airports, railway stations, malls, hospitals, bars, restaurants, etc. They're what I call the equivalent of billboards and we're a mobile billboard company. We sell the space on our kiosk to businesses who would like to market their products/services in innovative ways and we deliver the content from these businesses to users of the kiosk. Though as a business I would like to pursue bluecasting (broadcasting content to all people walking by the kiosk with bluetooth enabled), I think soon people will start considering it evil. This is why I came up with the second plan - here interested people need to use the kiosk to get their content and also navigate, choose, and download the right content (content may vary according to the phone model and also there can be multiple businesses trying to broadcast their content through the kiosk and the user might be interested in only a few). I know it sounds a bit clumsy but I think it can work. Think about these scenarios.
A tourist who just arrived at Changi can go to one of these kiosks and download a map (J2ME application) of Singapore instantly via bluetooth onto his phone offered by the Singapore Tourism Board for free.
A bored teenager waiting for a MRT finds a free game available for download where the objective is to collect as many coke tins as possible while working through a maze. Same can apply for wallpapers, ringtones, songs, etc.
Another person finds a coupon offering 10% off on all purchases at the Body Shop. All that he needs to do is to download that coupon on to his phone and show it to the cashier to avail his discount. Infact, it should be even possible to conduct a sort of a live P2P game contest with all the people connected to the kiosk at a particular time and hand out the winner a gift voucher. Everything happens via people's handphones!The list can be endless - they can replace posters, billboards, and esp. sales personnel handing out coupons, etc. Since it is bluetooth and not via other carrier-tariffed OTA networks, people won't mind downloading content if they find it interesting. Further, since the content subsists inside the handphone of a person, it will probably get more of his attention than for example a traditional poster ad, or even a TV/radio commercial.

Source : poundbang.in

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