Royal Marines Bluetooth Marketing Campaign

The UK Royal Marines, as well as most of the U.K. army, navy and air force, are constantly running promotional campaigns in an attempt to approach young people. During my time in the U.K. I have seen a number of their ads on TV, posters in public places such as the Tube (a.k.a. London Underground), and online ads in a number of U.K.-based websites.
Admittedly their campaigns are pretty well designed and are pretty successful in attracting their target audience, which I believe to be young people especially (both male and female). Every ad I have ever watched (some of which I still remember now, a few years later) , was always based around a powerful message and some real content, which is what makes a good ad in the end. Especially, as it comes with a powerful call to action for the recruit to visit the army website!
It comes as little surprise to me then, that the Royal Marines are taking on a mobile marketing approach to their promotional campaigns, so as to approach young people (who use mobiles most) more effectively, and more directly.
Their newest campaign again involves a video, which, however, is now being promoted via a Bluetooth marketing campaign in a number of cinemas (I think around 120) around the UK. The video is being broadcast in cinemas where the newest James Bond film, the Quantum of Solace, is being played, in order to be provided in relevant context, and it’s a good example that combines digital integration, mobile and online (via the website).
The campaign was featured on the Guardian recently:
Mobile video content, which was created by digital agency twentysix, will be made available via Bluetooth in 120 cinemas before and after showings of Quantum of Solace.
The 45-second clip opens with the line “You may have something we are looking for”, and features footage of marines in action. It ends with the strapline “It’s a state of mind”.
Source: http://www.mobile-marketing-blog.net/

http://bluespotmedia.ning.com/