ihubs now offer downloads to mobile phones via BlueZones technology
The new City of Melbourne ihubs, now revolutionising the way people find out about the city and its attractions, are taking another step forward with interactive technology that will offer free video and shopping vouchers downloaded to mobile phones.
The technology called BlueZones has been taken up by EMI Music to promote the new album by Australia’s most popular country performer, Kasey Chambers. Anyone with a ‘bluetooth’ phone (and that means almost 50% of mobile phones) can choose to download over two minutes of a ‘personal interview’ with Kasey talking about her new single.
Penny Rowland, Head of Digital Marketing - EMI Music, comments, "It's an innovative way of creating awareness for the new Kasey Chambers album and, for the fans, it's all about enhancing the experience and interaction with Kasey's music."
Consumers walk to the ihub, interact with the digital plasma screen and view the video clip of Kasey’s new single. At the same time they are prompted to activate the ‘bluetooth’ on their mobile phone to download a mobile wallpaper and the video interview. This is followed by an m-coupon, which can be redeemed at JB Hifi stores in Melbourne CBD for a limited edition, autographed copy of the Kasey Chambers Carnival album.
“ihubs offer companies a world first in interactive communication with the consumer,” says Christian Roth, Director at Digital Spark, the company who manages the ihub network for the City of Melbourne. “BlueZones allow us to go even further and offer rich downloadable content such as podcasts, ringtones, music and animations and images, to virtually any mobile phone with ‘bluetooth’.
“This type of rich content has never been offered free before from an Australian outdoor media site, plus until now it has been too expensive for a consumer to receive this over their normal mobile carrier.”
The free factor is the big attraction for consumers. The Kasey Chambers personal interview video would normally cost around $30 if downloaded by a telecom carrier at standard data rates.
BlueZones are intelligent and permission-based. Initially, a consumer with bluetooth turned on who passes within up to 10 metres of the BlueZone will see an invitation pop-up on their phone screen, which they can choose to accept or decline. If they accept, they receive the content. If they decline, the user will not be bothered again for a specified period of time.
The ihub network is managed under contract by Digital Spark and integrated with the BlueZones technology by Aura Interactive.
“This is the first time an ‘intelligent permission-based bluetooth network’ has been used in a media campaign in Australia. This milestone signals the launch of Australia’s first free non-carrier network and content delivery platform,” says Adam Dunne, Sales & Marketing for Aura Interactive.
“It allows us to bring the brand into the palm of the hand of consumer and for the brand to engage and interact with consumers in a positive, entertaining and memorable way.”
Some 700,000 locals and visitors use ihubs at 20 popular spots around Melbourne CBD every month to watch everything from news to movie and theatre information and special events. The network of ihubs provides unprecedented opportunities for commercial partners to reach and interact with consumers.
