During my stay in Vienna, Austria I was introduced to a groundbreaking and revolutionary form of advertising called Bluetooth marketing. In the United States, most consumers who own a cell phone have Bluetooth technology or capabilities. However, Eastern Europe is not quite as advanced. I must note that the ad I am discussing was for a NIVEA product and was placed by a highly populated tourist attraction, thus garnering attention from a wide range of people.According to Wikipedia, Bluetooth is an open wireless protocol for exchanging data over short distances from fixed and mobile devices, creating personal area networks (PANs). The NIVEA ad was promoting Happy Time Body Lotion which, according to the ad, moisturizes and cares for your skin, leaving it with a beautiful mild scent of orange flower. Although the ad was in German (the national language of Austria), the images and branding message of the ad could be understood regardless of one’s native tongue.
A viewer walking by could connect their phones to the Bluetooth computer inside the casing and download a NIVEA original song, “Happy Time.” The video I shot below is an example of my peer Mara Fernandez downloading the song by connecting her Blackberry to the advertisement. I found this to be a genius promotion strategy because the advertisement was interactive and entertaining and stuck in my head long after I had left. This promotion strategy has been coined Bluetooth marketing. The Institute of Bluetooth Advertising promotes this strategy by saying, “Bluetooth advertising with Bluetooth marketing is a local wireless distribution or Proximity push of advertising content associated with a particular place or product. Information can be received by individuals in that location or near the specific item who wish to receive them and have the necessary equipment to do so. The equipment may be a mobile phone, PDA or laptop. The advertisement or marketing material can be sent to any device, selected devices or communities of subscribers within the proximity of the product or location.”
Although this form of advertising is not as common in the United States, I believe brands should begin utilizing it immediately. Bluetooth marketing would enable brands to fully connect with their consumers on the spot and engage them. They will be able to leave with a unique experience and have a part of the brand with them. For example, after walking away my peer Mara had a NIVEA song she could listen to or transfer to her computer. Thus, NIVEA was able to continue their connection long after the consumer has left.
Hi Joseph,
ReplyDeleteI can't believe you found this! This is really cool and definitely revolutionary. I find it funny that you found it in Eastern Europe, which is not usually known for state of the art technology. Bluetooth marketing is sure to be the next big thing, especially since states in the US are outlawing driving and texting/calling.
This seems like a very appropriate form of advertising, although I don't really see how it connects with the Nivea brand. But since everyone is moving to more viral, web-based, and mobile marketing platforms, I suppose this is appropriate. This is similar to the interactive shortcode marketing strategies that are popping up like daisies in the States. What do you suppose Nivea does with the data it collects? It is not particularly or solely representative of Nivea users, and unless they send text message blasts in the future, the point seems moot. Perhaps it is just another way to connect with the consumer in a hip way.
ReplyDeleteI remember when we pass around the ad; we couldn’t walk away without knowing what it was. It definitely caught everybody’s attention because is something never been seen at least by me. Mara decided to try it and we were all very curios and at the same time worry that they were going to charge her. I totally agree with you that the promotion strategy was great because the ad was interactive and it definitely stuck in my head long after we left to. I also think that this type of advertising will be successful in the US especially in Miami where there’s a lot of people with Blackberry or equipment appropriate for bluetooth marketing.
ReplyDeleteGreat video btw, no better way to explain the experience.