Bluetooth Marketing in the mall: the case I GIGLI

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) October 23, 2009 -- Case history

Florence. I GIGLI, the biggest and most innovative mall in Italy, used the Waymedia's Mobitouch platform for his Proximity Marketing campaign with great success. The campaign consisted of an installation of a totem inside the mall, in a central and visible position. From the totem, different contents were sent to the mall's visitors. People who was interesting in the action, decided to turn on the Bluetooth for receiving for free ringtones, video, news about the events in the mall. Moreover, the system sent also bonus contents to some lucky persons, that, showing the coupon received on the mobile, won nice gadgets.

A look at key data
During the I GIGLI promotion campaign, the unit registered 50.000 of people from 18 August to 30 September. In this period around 30.000 persons accepted to download the contents, achieving a mid-redemption higher than 50%.
This means that one person out of two of those contacted, interacted with the Bluetooth service and downloaded the promotional contents.

How to hit the target

It is fundamental in marketing as well as in the communication to use the right medium in order to target the public. In this marketing action there are three determinant and relevant elements that contribute to the campaign success.
First, the campaign was communicated correctly, transparently and promptly, showing the four fundamental steps to download the contents. The totem situated in the middle of the hall intercepted the clients' attention guiding them through the necessary actions to turn on the Bluetooth and to receive the contents.
Second, a communication strategy based on bonus contents. The Mobitouch platform allows prize game through sending premium contents related to a coupon or an homage.

The way it functions is very easy: while an ordinary content continues to propose the message “SORRY, TRY AGAIN”, a special content “YOU WIN!” is sent with a particular probability setup. Of course the chance to win pushes the users to turn on the Bluetooth, boosting up the interest for the marketing campaign.
Third, the possibility to download on the same mobile new contents each ten minutes. The unit sends dynamic and always different contents: ringtones, videos, animations and promotional info.
The outcome is that the Bluetooth Marketing, besides being a promotional medium, is perceived by people as a form of entertainment, powering the impact and the effectiveness of the campaign on their behaviour.

This case history is an interesting suggestion for other Bluetooth Marketing implementations. In this particular case the marketing action had a very good result because of the strong synergy between the sent contents through Bluetooth and the external communication on the totem. Moreover the possibility to receive always new contents and among these the premium content encouraged people to put themselves in touch with the Bluetooth service and to download the promotional contents.

bluetooth marketing     mobile advertisement     mobile marketing     Proximity marketing     waymedia