Restaurant Social Media
Coke Beams Content to Olympics Attendees via Bluetooth
Coke is partnering with Chinese marketing firm Pioco to deliver opt-in video ads from the giant softdrink company. Conversion numbers are higher than I would expect, 35 - 65 percent of those receiving alerts actually download the ads.
I wonder what the appeal is. Anyway, you can read the source below, from today's issue of Media Buyer Planner.
"Coca-Cola will beam commercials directly to consumers’ cell phones at the Olympic Games later this month.
"Via a partnership with Chinese marketing firm Pioco, which has equipped thousands of hotspots at Olympics stadiums, restaurants, hotels, clubs and other venues throughout Beijing and Shanghai, Coke will prompt anyone with a Bluetooth phone to opt in for receiving Coke content, writes Mobile Marketer. If they accept, Coke will deliver video commercials to their mobile devices.
"Coke says that previous campaigns it has run with Pioco experienced conversion rates - that is, people who agreed to download ads - of between 35 and 65 percent.
"Pioco installed 1,200 Bluetooth terminals so far this year, and plans to install another 500 before the Olympics. By the end of the year, the company expects to have 15,000 terminals in five cities. The company estimates that more than 350 million people in China have Bluetooth-enabled phones.
"eMarketer predicts that the Asia-Pacific region will overtake the U.S. in mobile ad spending in four years, with mobile ad dollars hitting $6.8 billion by 2012, according to MediaPost."
I wonder what the appeal is. Anyway, you can read the source below, from today's issue of Media Buyer Planner.
"Coca-Cola will beam commercials directly to consumers’ cell phones at the Olympic Games later this month.
"Via a partnership with Chinese marketing firm Pioco, which has equipped thousands of hotspots at Olympics stadiums, restaurants, hotels, clubs and other venues throughout Beijing and Shanghai, Coke will prompt anyone with a Bluetooth phone to opt in for receiving Coke content, writes Mobile Marketer. If they accept, Coke will deliver video commercials to their mobile devices.
"Coke says that previous campaigns it has run with Pioco experienced conversion rates - that is, people who agreed to download ads - of between 35 and 65 percent.
"Pioco installed 1,200 Bluetooth terminals so far this year, and plans to install another 500 before the Olympics. By the end of the year, the company expects to have 15,000 terminals in five cities. The company estimates that more than 350 million people in China have Bluetooth-enabled phones.
"eMarketer predicts that the Asia-Pacific region will overtake the U.S. in mobile ad spending in four years, with mobile ad dollars hitting $6.8 billion by 2012, according to MediaPost."
Tags: ads, bluetooth, buiying, china, coke, media, mobile, olympics, phones, pioco, More…
Replies to This Discussion
-
Permalink Reply by Chris Reed on -
This is still a fairly new tactic, which leads me to believe that the primary appeal is simple curiosity. Plus, most of the attendees are away from home...I think many people try things on special occasions (such as the Olympics) that they would never consider while carrying on their normal, everyday lives. Then again, there's also the aspect of technology to consider which probably goes something like this:
Q: "Why would you want to do something like that?"
A: "Because I can." -
-
Permalink Reply by Judy "the foodie" Asman on -
Thanks, Chris. Those are excellent points, I can see how people will love the gee whiz factor and feel more connected to home when they see those alerts.
-
Get Social with Us!
Advertisement
Industry News
© 2012 Created by FohBoh.
