Friday, June 12, 2009

Mall Bluetooth Campaign Fail - Bluetooth Advertising and Proximity Marketing News

I definitely don't have much time to write today, so I'll keep it short and sweet.

A couple of weeks ago my wife and I headed down to the local mall for shopping and mostly to allow our girls to run off some energy at the indoor playground. While at the mall, I walked past a sign that spun me around for a closer look. It said "you've entered a Blue Zone. Activate your Bluetooth to receive specials, blah, blah, blah."

The problem: I was almost certainly the only person within the Southeast U.S. that knew what the little Bluetooth B symbol referred to and what the poster was all about. No large banners; no video screens; just a couple of bland signs telling you to turn on something to receive something else.

Unlike the UK mall Bluetooth campaigns linked to the right of this column, the folks at my local capitalist monument completely failed. I'm sure that the command (and the posters) came down from the corporate offices on high with little or no instruction. Hence, mall Bluetooth campaign fail.

Perhaps their next Bluetooth campaign could feature at least an LCD display showing folks the basic steps to turning on and receiving content and perhaps an actual picture of the priceless content to be received in exchange for opening your Bluetooth soul to The Man.

Gotta run...

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