Transformers launches with new Bluetooth mobile network
Paramount Pictures, through their media agency Mediaedge:cia, are using the public launch of the national BlueZones network to promote the latest blockbuster movie, Transformers, set to open in Australia on June 28th.
The national BlueZone network is the largest free mobile network in Australia with more than 150 interactive BlueZones locations situated in a variety of locations including shopping centres, public information kiosks and selected movie theatres. The BlueZone network is one of the largest live intelligent Bluetooth network in the world.
The BlueZone network offers advertisers such as Paramount the opportunity to reach consumers whenever they are within a radius of a BlueZone hot spot, which activates the Bluetooth technology in mobile phones. As consumers approach a BlueZone, their phone will receive an ‘invitation’ asking if they would like to download a free video preview of the action movie Transformers plus other mobile downloads such as screensavers, ringtones and a movie release reminder. BlueZones do not collect or store any information about the consumer but they do provide advertisers with interaction volumes and details for tracking return on investment across the medium.
“We are really excited to launch the national BlueZone network with such an outstanding, block buster movie offer,” says Adam Dunne, Marketing Director of Aura Interactive, which is the exclusive global provider of the intelligent BlueZones network.
“The network offers advertisers a great new way to engage and interact with consumers and get their message onto mobiles and PDAs. Rich content such as video and MP3 is delivered free to the user and if the material is good, consumers watch it several times and usually pass to friends so the message is extending way beyond the initial download,” said Dunne
Cate Smith, Marketing Manager at Paramount Pictures comments, “The Transformers BlueZone campaign will be the largest interactive out-of-home advertising campaign in Australia to date and will enable us to engage with our target audience through their mobile phones, effectively increasing awareness of the Transformers movie while also enhancing the consumer’s entertainment experience. Paramount will be able to monitor the effectiveness of the campaign in real-time to gain a better understanding of where and when consumers are engaging with the selected out-of-home media locations.”
Jeff Estok, General Manager Sales & Marketing for Global Mall Media explained, “BlueZone moves our network beyond our competitive advantage of engagement to true interactivity. To educate the consumers about this new medium, the large plasma screens of the iFIND digital directories will play Transformers movie previews to support the film launch and also explain how to activate the Bluetooth technology to download mobile content from the BlueZone. If the user chooses to accept the first message, they receive the first in a series of Transformer downloads. If they decline, they opt-out.”
The BlueZone network also provides location-based information in such areas as airports, tourist venues and movie theatres. The BlueZones detect the type of phone or PDA the consumer is using and delivers a file that is most suitable in size and format.
Aura Interactive Pty Ltd is Australia’s leading mobile technology service provider specialising in Bluetooth proximity marketing, interactive out-of-home advertising and M-Commerce. Over the past four years, Aura has gained global recognition as a pioneer of the discipline known as interactive wireless marketing and has received several international and local awards including ‘2006 Mobile Marketer of the Year’ and ‘Best Application of Mobile Payment’ at last year’s ADMA Mobile Marketing and Advertising Awards.
