Macy’s Parade Featured Bluetooth Marketing Campaign

The 82nd Annual Macy’s Thanksgiving parade held in the streets of New York City this past Thursday featured a novel execution of a Bluetooth mobile marketing campign. The parade which included a float featuring Santa Claus and his sleigh had the ability to transmit marketing materials via Bluetooth and WiFi transmitters. Parade spectators were encouraged to turn their Bluetooth device “On” and Enable their Bluetooth visibility to either “Discoverable” or “Always Visible.” As Santa’s sleigh moved along the parade route, mobile users who followed these instructions would have received a message on their handset to the effect of, “Do you want to receive a FREE download from Macy’s Parade /Santa?” If the user “accepted” the message, a FREE download would begin immediately.
Source: http://insidemobilemarketing.com

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