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CASE STUDY: BBC and S4/C Use Bluetooth Mobile Marketing

Provided by Orchard
BBC Wales and S4/C successfully used Bluetooth Marketing to promote programming content at the huge National Eisteddfod Event..

What was the Challenge / Background of the Campaign?

The National Eisteddfod is a hugely popular and ancient cultural Festival that attracts over 120,000 mostly Welsh speaking visitors. The event was held in a rural location near Mold North Wales in 2007, requiring some unique logistical solutions. The event organisers were keen to bring cutting edge technology to an ancient festival, partly to engage with the next generation of visitors and create PR. The event itself offered access to large numbers of a particular Welsh Speaking target market of interest to relevant organisations including media owners themselves

What was the Campaign Objective?

1. BBC Wales wanted to send rich content to a core target market of potential viewers. There was also a desire to draw visitors into the BBC exhibition area. 2. S4/C wanted to promote Rugby World Cup coverage to the epicentre of it's target market, again to drive ratings. 3. The Event Organiser wanted to be seen to offer a new innovative service that genuinely added to visitor experience.

What was the Solution?

Using a mixture of clearly marked static Bluetooth Zones and branded 'Bluetooth Crew', over 70 different pieces of content were sent out in a designated schedule. Content included animated screensavers, video, a complete audio track, ringtones, Weather forecasts, map of the event and other collectable images.

What were the Results?

Greenfield mobile successfully delivered 10,996 messages in total, with a decline rate of less than 7%. even a conservative viral multiplier sends this result into the tens of thousands. A large amount of PR was generated around the service including interviews on Radio One and in the Welsh broadcast and print media.

What were the Key Learnings of this Campaign?

Content is crucial and must be of high quality, and seen as being valuable or desirable, (value falling into either 'useful', 'entertaining' or 'money off ' categories). Marketing the service itself is important to the uptake of messages. Recipients were hugely positive about the service and a very wide demographic were interested and generally Bluetooth savvy. The BBC were delighted as this represented the first successful use of Bluetooth marketing and we have since worked together on a Children in Need Campaign (Sending CGI animated Screensavers of Pudsey Bear).

BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kBroad demographic appeal (8 to 80 year olds)
25 - 34
35 - 44
45 - 54
Both
ABC1
MOBILE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
WalesAll YearBRAND ATTITUDEDIRECT MARKETING
SAMPLING
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