Bluetooth Stadium
Whenever Everton Football Club play at their home field 40,000 fans gather at Goodison Park. Although Everton FC already has a well established fan club they didn’t feel that all the options for creating extra entertainment and sporting experiences before, during and after a match had been fully explored and utilized. BLIP Systems partner More Mobile Relations was chosen as Everton FC saw a big potential in using the mobile phone to both create extra value for visitors at the stadium and also for strengthening the club loyalty. Furthermore, there was an unutilized sponsor potential in including new media in Everton’s general marketing.

Solution
More Mobile Relations therefore implemented the world’s biggest Bluetooth installation in one single location. A total of 90 Bluetooth nodes were placed in 58 zones, which is already equipped with flat screen TVs. During matches the flat screen TVs show programs from Match Day Media (a sports channel) and here the Bluetooth services are promoted to the fans. In the Bluetooth zones the core product of More’s solution is distributed – a java application. This is first and foremost a fan guide containing everything a fan could possibly want to know about Everton FC. The fan guide is continuously updated with the latest news and statistics during the matches. You can also receive latest news, sponsor materials such as free music and any stadium announcements as a simple Bluetooth messages on your mobile.

Results
The location and event based stadium solution to Everton Football Club has shown positive results. For every campaign being pushed out via Bluetooth at the stadium, over 1.000 fans downloads the content and application. The number is constantly rising as more and more fans become aware of the new mobile possibilities – both through the marketing but also through word-to-mouth amongst fans. Everton FC gives the fans a better sporting experience at the stadium, hence increasing club loyalty and the solution provides Everton with a new and better offer towards their sponsors as the solution allows them to reach the target group in a new and improved way.

Mobile marketing with success after success...
Gateway Theatre of Shopping is the biggest shopping facility in the Southern Hemisphere. The Centre covers an area of 150 000 Square Meters in Umhlanga Ridge New Town Centre, KwaZulu Natal (South Africa).

It consists of thousands of shopping opportunities and hundreds of entertainment choices. Some of the extraordinary activity choices are: a huge waterpark, a specially designed skateboard park by Tony Hawk and the world's largest indoor climbing rock. And now it also includes an innovative Bluetooth marketing system, which the average 1.3 million monthly visitors can experience.

First phase for this installation was a research period. WCIT, BlipZones partner, worked together with Old Mutual Properties KZN region (Mall owners), since early 2005 to develop a tailored solution to the Gateway Theater of Shopping. The whole process even included tenant & customer focus group analysis together with workgroups.

Second phase became working out the functionalities of the system, since the system in place at the centre should enable the Mall Management to communicate with customers, tenant stores and store owners all through the same system. During the course of the 2006, the interactivity of the system will increase on a phased basis and will reach a level of targeted mobile communication, which has not been seen in South Africa before.

Customers visiting the Gateway Theater of Shopping will receive a range of communications directly to their mobiles. The communication will vary from information on upcoming events to specific store specials & promotions, but also offer virtual competition registration and Bluetooth store specific voucher dispersals. Signage for the Bluetooth system is in place everywhere in the mall; on pillars, trash bins, poster sites, the information desks etc.

The success of the Bluetooth mobile marketing system will continue to grow. Users are becoming more familiar with the technology and through this process, then new aspects of the technology will be implemented, which will provide further value to the user.

However, it is not only the visitors to the Gateway Shopping Centre, who has taken to the technology and the marketing communication, but also the general retail sector have provided their feedback through various nominations and awards to the Gateway Shopping Centre. In September 2006, Gateway even became the first mall in South Africa to win the Max! award (the "Oscar" award within the retail sector").

Duty Free Bluetooth
WCIT in South Africa has deployed Bluetooth installations in 2 airports both controlled by the client ACSA. The project was initiated as pilots to ascertain the viability of Bluetooth advertising within an airport retail environment and has shown good results.

The project
It was initially decided that two WCIT units would be deployed: One at the Johannesburg International Duty Free zone & one at the Cape Town International Duty Free zone

The target market
The designated target market is any adult traveler passing through the Duty Free area. Due to the cost factors involved in flying, it has been assumed that the majority of the travelers would be of sufficient financial status to own the latest mobile phones. This by implication means that a large percentage of them would own Bluetooth enabled phones.

The enabler
A number of signs, posters and banners were deployed to ensure that travelers were made aware that they were entering a Bluetooth zone. This would then encourage travelers not only to turn their Bluetooth function on, but to also accept the messages that were on offer to be downloaded. Experiences has shown that without the support from tradtional media sites, the results of Bluetooth campaigns can quite poor.

The content
The content consists entirely of animated & colourful .gif files, which are providing the following advertising messages:
• Range of stores to be found at each duty free
• Examples of products to be found at the stores
• A range of product offers (special discounts)

WCIT has had great success with these installations. The percentage of accepted messages compared to the potential amount of Bluetooth mobiles detected have been above the expected rate. Petros Kondos, CEO of WCIT, has also been impressed by the amount of interest that WCIT has experienced based upon these installation.

Interactive Wall
Clarity International has introduced a Giant Interactive Wall at the "Oscars" of the Advertising Industry. Clarity International, being a leading digital design agency based in Milan, brought the Cannes Lions Advertising Festival in 2007 to life with a giant interactive wall demonstrating digital interactive content.

Equipped with BLIP Systems' Bluetooth transfer technology, the wall application was designed for Accenture showing different genres of advertising from the Sundance Film Festival, past Lions Grand Prix winning advertisers and the latest ad campaign from Adidas.

The wall shows how the future of advertising could be with users able to select and play content by touch on the big screen and then transfer the information to their mobile ‘phone using BLIP Systems technology.

The Accenture wall has already been presented at the NAB (National Association of Broadcasters) and NCTA (National Cable TV Association) conferences in Las Vegas, USA.

The launch of the world’s first fully interactive virtual city guide
An agency called England has launched the world’s first fully interactive virtual guide for Leeds through their info on the gogo brand, UK’s leading Bluetooth advertising solution. The application is called LeedsCast based on the BlipExplorer and offers vital information to tourists and local news to the residents. LeedsCast offers information on places to stay, eat, drink and visit. It gives listings of local retailers and their promotions. It also offers a what’s on guide, local travel information, emergency numbers, local news and so much more.

10 locations are currently part of the launch seeing up to 20 locations being implemented, making this a truly visible city guide for all, where innovativeness has been a key word in the actual application.

Marketing Leeds chief executive Deborah Green says that she is "proud" that Leeds are launching the first virtual guide and thinks LeedsCast will become "vital" for tourists and residents alike. She said: "Leeds is proud to be hosting the world's first virtual city guide, and we're really excited that through this technology we can open up new channels of communication with people who come into the city. For visitors it will be a vital source of instant information, while for people who live and work in Leeds it can provide details of upcoming events, useful contact telephone numbers, regular news updates and exciting offers. LeedsCast represents a new era in location-based city marketing.

"Tony Stanton, Chief Executive of an agency called england, is excited about the new gogo tool, which he devised and feels has endless possibilities. He said: "LeedsCast is the first city application of gogo and there is already much excitement about the launch. The potential uses of this technology are endless".

Paramount uses Bluetooth network as a first
Paramount Pictures, through their media agency Mediaedge:cia, used the public launch of the national BlueZones network to promote their latest blockbuster movie, Transformers in Australia.

July 2007 saw the national BlueZone network as the largest free mobile network in Australia with more than 150 interactive BlueZones locations situated in a variety of locations including shopping centres, public information kiosks and selected movie theatres.

Paramount saw this opportunity to reach consumers whenever they are within a radius of a BlueZone hot spot, which activates the Bluetooth technology in mobile phones. As consumers approach a BlueZone, their phone will receive the first message asking if they would like content from them, then accept the following for download of free trailer of the action movie Transformers plus other mobile downloads such as screensavers, ringtones and a movie release reminder. If the user chooses to accept the first message, they receive the first in a series of Transformer downloads. If they decline, they opt-out.”

BlueZones do not collect or store any information about the consumer, but they do provide advertisers with interaction volumes and details for tracking return on investment across the medium. The BlueZone network is owned and managed by AURA Interactive.

Cate Smith, Marketing Manager at Paramount Pictures stated that “The Transformers BlueZone campaign will be the largest interactive out-of-home advertising campaign in Australia to date and will enable us to engage with our target audience through their mobile phones, effectively increasing awareness of the Transformers movie while also enhancing the consumer's entertainment experience. Paramount will be able to monitor the effectiveness of the campaign in real-time to gain a better understanding of where and when consumers are engaging with the selected out-of-home media locations”

Results for the campaign has been fantastic and Paramount has already booked further launches.