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Landrover Tries Bluetooth Marketing

In downtown NY today, I passed a billboard for a Landrover promotion encouraging people to put their bluetooth handsets to discoverable in order to learn more about something.  Aside from the relatively cryptic call to action, this is the first example I can recall of having seen a company try to use Bluetooth technology for marketing.  I tried the promotion from the Starbucks downstairs from the Ogilvy office, a few blocks away – but I ran into some technical difficulties.  In fact, as I saw the billboard, I was wondering how it would work.  Most times when you pair devices with Bluetooth, it requires verification from both devices.  This is obviously to prevent fraud or unwanted pairings with devices accidentally left in discoverable mode.  For Landrover’s promotion, however, this necessary step prevented me from pairing my device with the "Unknown" device that I assume was the Landrover promotion.  As much as I like the newness of the thinking here, by my quick estimation there are three core problems with trying to use Bluetooth in the way Landrover is doing here:

  1. Duration – Bluetooth connections are for devices that you would usually want to be paired for a longer duration of time.  Aside from a single message or novelty interest, I certainly wouldn’t want to have a dialogue with Landrover over time. 
  2. Distance – Bluetooth only works over an extremely short range, explaining perhaps why I had trouble being only a few blocks away.  For a billboard likely to be interacted with by people walking away from the site, it’s probably not the ideal situation. 
  3. Difficulty – Pairing devices by Bluetooth is not yet a mainstream cell phone activity, and usually requires a two way interaction as I mentioned earlier.  These barriers, along with the fact that you can’t really walk while doing the required activity means consumers (unless they are gullible marketers like me) probably won’t stop to try the campaign.

I wonder if any other companies out there have managed to use Bluetooth successfully as part of a marketing campaign.  Anyone have any great examples to share?

26 thoughts on “Landrover Tries Bluetooth Marketing”

  1. It seems you have not heard of Proximitymedia, the Bluetooth Proximity marketing company. Proximitymedia offers a much more complete solution than Consola, a hack solution for techies who want to play around. Small businesses and corporations are seeking a total solutions when it comes to mobile marketing to cell phones. Proximitymedia combines proximity marketing and mobile marketing into a full solution. Their website is https://www.proximitymedia.com

    Reply
  2. A new addition to the services of the interactive team, Portfolio is proud to unveil its new Bluetooth advertising service. We can now offer businesses and organisations the tools to engage with their customers and clients using the latest advertising medium. Bluetooth messenging allows businesses to send opt-in offers, marketing, video and images directly to people’s mobile phones. It is also a powerful tool for large festivals, conferences and public spaces enabling organisers to create “Hotspots” to give out advice and direction.

    We are currently working with a local pub to run a series of adverts leading up to the World Cup. These promote the pub’s facilities and special World Cup events. Feedback so far has been excellent and it’s created quite a buzz among the customers. We are also in talks with a local authority, several bar chains and an international yacht racer (see our other news!) so watch out for more of our Bluecampaigns!

    More information can be found at:
    https://www.bluetooth-advertising.co.uk

    Reply
  3. Hi,

    Your pairing “hurdle” can be due to your phone actually. I tried this at the Comic-Con last week in San Diego on a portable system from New Line Cimena with my Samsung handset, and it required pairing. The guy next to me had a Nokia and it did not ask for pairing. So, looks like a phone issue. I heard that the equipement used at the Comic-Con was supplied by Alterwave https://www.alterwave.com located somewhere in Europe.

    Mick

    Reply
  4. Pairing is generally not required to receive objects via Bluetooth. However certain models based on e.g. Nokia Series 40, version 2, requires pairing if the object type is an application (.jar file). This could have been the explanation.

    Im working for Blip Systems.
    If the solution had been based on our BlipZones product and you showed up with a terminal based on Series 40, version 2, at an access point set to distribute .jar files you would have received an picture stating that you should send an SMS to number XX to get the file.

    This solution is only possible because we are able to identify the phone models on the fly, and because we have an updated database with phone capabilities.

    Our Bluetooth marketing system BlipZones is sold by partners all around the globe. BlipZones is a complete Bluetooth markting network with a central web based content mangement system, Bluetooth access points and an optional mobile client.

    The latests addition to our platform is an interactive mobile brochure (BlipExplorer) which can be edited and builded via our content management systems and distributed/updated via Bluetooth.

    The staff at Blip Systems has worked with Bluetooth networks since 1999, first as a part of Ericsson and since 2003 as an independent company. We know Bluetooth.

    Reply
  5. Approximately Marketing Solution has the ablitity to turn visitor into customer some time you are walking in a mall searching for something you might recieve a blutooth message guiding you for something better . BlueMark is a blutooth location base marketing system which has the ablitity to send interactive messages to vistitor for public awarness, offers and many other this product has many features that is it spaming software they care about the reciever that if they offer him and he/she reject the system will not offer him again and if he recieve an adv. he will not recieve it again and again hotel are using this system as hospitality and many major places in UAE and we are not finding any problem.

    Reply
  6. Dear Rohit, IMHO you have misunderstood the field application of Bluetooth marketing.

    You have said that “Bluetooth connections are for devices that you would usually want to be paired for a longer duration of time” but the time to transfer a content is only a few seconds (a 20” video in 3GP format weight only 180KB) and after the first delivery you will not receive the same content again.

    You have said “Bluetooth only works over an extremely short range” and it’s not the truth. You can set the power of transmission up to 100 meters but this is not the right way to make BT marketing. It make no sense if the access point try to spread the contents over a radius of 100 meters to people that are not viewing his mobile phone, more important is to deliver content to people that are really near to the billboard and have a real interest (because the are reading the advertise) to download content.

    You have said “Pairing devices by Bluetooth is not yet a mainstream cell phone activity” but, for most mobile phone like Nokia, Motorola, etc. it’s not necessary to pair the access point to the mobile phone. You have only to accept the first request of connection and then the access point send you the contents automatically.

    Of course… I works on Proximity Marketing. If someone is interested to understand better the advantages of this marketing tecnique can refer to our website: https://www.proxi-ma.com/uk_index.asp

    Enjoy Bluetooth Marketing!
    Stefano Di Persio

    Reply
  7. Here at ipsh! – we have been evaluating Bluetooth as a marketing medium for a number of years, and it is definitely becoming more viable in the US (I believe it is already more popular overseas).

    Im a fan of anything marketing / mobile – but one thing I have to say to the Bluetooth vendors out there that is constantly making me grind my teeth… STOP SAYING THAT THE RANGE IS 100m….

    Yes – I know your device can spit a signal almost three hundred feet… the simple fact of the matter is that you could throw it a thousand feet and it wouldnt matter. Bluetooth requires both the transmitter and the phone to be in range and 95% of the phones have a range of about 30ft on a full battery. Yup. Thats right. 30ft.

    What does that mean? Well – Bluetooth isnt as “passive” of media as we would like to believe. It works best when there is a sign telling you to turn on your BT device, set it to discoverable and then see what happens. Without effective media, BT effectiveness drops dramatically.

    To that point… if you still need that same type of effective media, why wouldnt you at that point just put a SMS call to action on the poster? Dosent SMS have a higher adoption rate and keep you from having to have this specific technology on your phone?

    Reply
  8. ProximityMedia has a Bluetooth Mediaserver that is superior to anything I have seen in the marketplace. I have tried numerous other companies and they all seem to fall short. ProximityMedia exceeds the other companies when it comes to software. Bluetooth radios are everywhere but if you don’t go with a company that has excellent software to support your needs you’ll end up wasting your money. their website is https://www.proximitymedia.com

    Reply
  9. A lot of the software I have seen in poorly designed and not user friendly. The company I used, Nextgen Bluetooth Marekting, designed there own software and it only took a few minutes to work it out.

    Reply
  10. A lot of the software I have seen in poorly designed and not user friendly. The company I used, Nextgen Bluetooth Marekting, designed there own software and it only took a few minutes to work it out.

    Reply
  11. A lot of the software I have seen in poorly designed and not user friendly. The company I used, Nextgen Bluetooth Marekting, designed there own software and it only took a few minutes to work it out.

    Reply
  12. @SDP: Actually we have performed some tests showing that even a laptop with USB Bluetooth dongle can transmit a file via bluetooth over 140 meters (460 feet). The receiver was standard Sony Ericsson k750i mobile phone.

    But in general I agree with Stefano: range is not as important as it seems to be, as there are only about 2% of people that would accept connections from unknown source, so you may focus on people walking nearby the billboard.

    In case anyone needed more info on bluetooth marketing, feel free to ask via bluair-at-bluair.pl or visit our website about bluetooth marketing

    Reply
  13. We have found that the best use of bluetooth marketing campaign is when it used in an ‘opt-in’ manner, rather than an intrusive, non-expecting way. A great example is the Landrover Billboard example, if users WANT more content from the bilboard, then it is a very feasible option…if users do not want the content, then the bluetooth advertising does not seem to be as effective. As for pairing with other devices, most modern phones need no pairing to accept bluetooth transmissions although Samsung is one the models that still require some pairing.

    Reply
  14. We are an Egyptian based company and we are the sole provider of Bluetooth marketing solution in the Middle East.
    Bluetooth marketing solution is a small hardware (hard desk size) and a software that automatically send content to mobiles within 100 m.. For more details about us, kindly visit our website: http://www.goiblue.com

    iBlue not just provides you with the solution to start your marketing campaign, It also gives you the ability to build your own Bluetooth marketing solution with your own brand in…
    If you are interested in starting your own Bluetooth marketing business you can simply provide IBlue Company with you logo, your color scheme and you will get your special custom Bluetooth marketing solution.

    You have two options:

    1. Option one: Software Only:
    You will get the CD/ DVD containing your Branded proximity solution installer software that you can install on any x 86 architecture PC. The software after its installation will ask you to activate it. option one will costs you: 500 USD as a setup fee and for developing your own branded copy of the Proximity marketing software, not including the shipment of CD/DVD 60 USD per device this will be collected once for each device during activation after installation our CD/DVD as if you reinstall the CD/DVD package in the same device the online activation will be free. Kindly be noted that activation fees are to be paid in advance. you will also get full online support from us for 18 mo. as any update will be free during the 18 mo period, no annual license required no extra or hidden fees.

    2. Option two: Software and Hardware:
    You can get the software and the hardware packaged together. Installed and for plug and play. Price will go down if you purchase 10 devices the price will be 550 with your brand instead of iBlue

    iBlue has a Bluetooth mini-server that is superior to anything I have seen in the marketplace. I have tried numerous other companies and they all seem to fall short. iBlue exceeds the other companies when it comes to software. Bluetooth radios are everywhere but if you don’t go with a company that has excellent software to support your needs you’ll end up wasting your money. For more details about us, kindly visit our website https://www.goiblue.com

    Reply
  15. Hello, my name is Gerardo Taglianetti and represent the company dinoLAB, the first agency bluetooth guerrilla marketing. At its market launch has exposed the posters showing a mock newspaper article announcing the sighting of an alien in the vicinity of the city and also shows a picture of ‘extraterrestrial.
    People were asked to activate the bluetooth mobile phone because it was said that they will be sent a video recorded by a young
    Witness the extraordinary event.

    Instead of the video, the device has sent a second image with a phrase that says that for technical reasons the video is not supported by the phone and asks the person to visit the site of our agency where it is explained to them that this is a joke and which were part of a campaign of bluetooth marketing.

    If the idea is liked visit http://www.dinolab.it

    Thank you.

    Reply
  16. For anyone who is thinking about trying a proximity mobile marketing solition I WOULD NOT recommend BLIP Systems. We used their product with our network of retail establishments and it failed within a few days. The hardware stopped working.

    They charge far too much for this product. There are hardware fees, software license fees, user license fees, fees to use basic features on the software, etc.

    There are much better systems at a lower price. I feel this company is only interested in charging customers, not the quality of their actual product.

    Please learn from our experience. I would not recommend Blip products.

    Reply
  17. Invento Media Group is a young Bosnian and Herzegovinian company that gather a team of young experts who possess knowledge, an entrepreneurial spirit and who recognize the potential of the communication market.

    Our core business is the production of hardware and software solutions for Bluetooth® marketing. Primarily, our services are based upon renting and selling those systems but also on technical support and maintenance, as well as the production of multimedia mobile content for campaigns…

    With continuous business advancing and adjusting to the users’ needs, we are fulfilling our goal- satisfied users, clients and staff.

    The results of our conducted research, as well as the support we have received from state institutions and other companies, show that the quality of our products and services has been recognized. This is the most important affirmation of our continuous efforts.

    This gives us motivation or further progress and investment in technological development and knowledge upgrade. Owing it to our users and clients- our strategic partners in everything we do- as well as to our continuous effort in deepening our mutual understanding, we are able to offer a more different, innovative and fun way of business.

    Our vision and purpose of existence is:

    «To create a world of free communications and progress, a world in which every user is awarded for the time he dedicates to our clients. »

    Inventoâ„¢ Net Broadcast Point (hardware)
    The fastest device detection in its range, Controlling through Wireless GPRS and internet technologies,Recognizes more than 1000+ mobile phones,Very reliable and secure
    The best performances at reasonable prices
    Invento™ Net BP enables the best performances of Bluetooth® marketing functions for a very reasonable price. Contact us and we will send you our offer. You will be surprised at how comprehensive, simple and clean our offer is.

    An extremely simple usage- run your campaign in five minutes.
    Does not require any manual adjusting; just plug in the electric cord and turn the device on. You do not need PC or any additional software.
    Statistics and content management are available through web interface or through USB memory stick if it is offline.
    If the device is connected to the internet (by cable, WiFi or GPRS) it will automatically be synchronized with the information on the online application.
    System capacity:
    The fastest device detection in its range
    Fast and reliable displaying of Bluetooth® marketing content
    Flexible BP programming with all parameters (content sending, sending frequency, maximum number of requirements towards every device per campaign, the length of the campaign, hour, day, month and much more)
    Data synchronizing, content exchange, activity and statistics monitoring with online application Inventoâ„¢ MSC by using the already existing internet connection in three alternatives: 1. Local Area Network, 2. wireless WiFi network (common in large shopping centers), 3. wireless mobile network GPRS/EDGE.

    Inventoâ„¢ Marketing Solution Center platform (software)
    Saves up your time!
    Immediate and thorough inquiry into the successfulness of your campaign.
    You can optimize marketing techniques and methods which you use through quick change of content on one or more Broadcast Point and monitor changes in message displaying.
    Inventoâ„¢ MSC platform gives you a thorough insight into statistics on the models of the located devices and the displaying of content grouped according to date, time, producer, phone model, phone capability etc.
    Save up your money! Forget about typical promo materials. With us you have everything in one place.
    Creating mobile content: Your product brochures, catalogues, event announcements, maps, and repertories, Java games with product placement, Java software for mobile phones and applications adjusted just for you.

    visit https://www.inventomediagroup.ba for serious business!!!

    Reply
  18. My view is that the approach to Bluetooth marketing that uses bigger and more powerful servers does not work and will not work.
    That is because phone manufacturers design, test and tune Bluetooth antennas for short range voice communication (1-5meters).

    For successful Bluetooth campaign, you need to use servers that understand the mobile constraints and that works to address them, instead of forcing something onto a mobile phone.

    For example, sending a file to a mobile phone over a distance of 25-30 meters will work with a couple of phones, but will fail with most phones no matter how strong the transmitter is.

    Please check BlueMediaServer com FAQ for more details.
    Also, please check this server that is designed to work with mobile phones. For example, instead of putting a $600 super transmitter that will not work, this server is priced between $99 and $189 so that you can put 3-6 separate servers at different locations, and be closer to the receiving phone.

    Ben.

    Reply

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Rohit Bhargava is on a mission to inspire more non-obvious thinking in the world. He is the #1 Wall Street Journal and USA Today bestselling author of eight books and is widely considered one of the most entertaining and original speakers on disruption, trends and marketing in the world.

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