Bluetooth Advertising Derails Binge Drinking - Bluetooth Advertising and Proximity Marketing Blog

Bluetooth advertising continues to be used in new and exciting ways, including serving the public good. Check out this article below on efforts to use Bluetooth marketing to limit binge drinking in the U.K. Think of all the uses for Bluetooth proximity marketing in your neck of the woods.

Gencia is using Bluetooth technology to try and combat some of the problems associated with binge drinking on the streets of Liverpool.
In a campaign that has run throughout the festive season, and continues until the end of the month, the Manchester-based agency has utilised mobile projectors to display the current Home Office drink awareness TV ads (‘would you start a night like this?’) onto walls and buildings around the city’s social hotspots.
The projections ask revellers to turn on their Bluetooth settings on their mobiles, which then enables each sex to receive GIF images warning them of the dangers of excessive drinking.
Gender specific messages are also sent, asking girls if they’d get into cars with men they’ve only just met and boys if they’d smash a pint over someone’s head.
Gencia has used Bloowire units to deliver the information – claimed to be the world’s most powerful technology of its kind,

Bluetooth and the bingersboasting an ability to reach any phone within a 100-metre radius.
Agency director Christina Nicolaides said of the project: “This is an exciting campaign for us to deliver as we don’t believe any agency outside of London has used this new technology yet.
“The projections have so much more visual impact than leaflets and create immediate talkability. Clients also benefit as it’s cheaper and more effective, plus we are able to track the delivery of the message on the system to report back effectively.” She also stated that the firm has “more big plans in the coming months” to utilise the technology to help other clients meet their marketing needs.
Gencia was appointed to the current task by Liverpool Trading Standards in association with Merseyside Police.
In a second burst of activity later this month the agency will be sending out a free alcohol units calculator to drinkers, allowing them to keep a track of their night’s consumption.
Gencia also works with the Co-Op, Carphone Warehouse and Norwich Union.

http://bluespotmedia.ning.com/