In Russia the first full-scale campaign bluetooth
In May and July of 2008 Amstel in Russia held the first full-scale bluetooth-election campaign. Percentage of response was 39%, which is comparable with the world experience in using bluetooth-marketing. The campaign in Moscow and St. Petersburg found 153 bluetooth-station (or at the professional slang - hot-spots). The number of successful contacts for 3 months amounted to 411 533 - precisely so many people accepted the offer download on their mobile phones content of Amstel. Percentage response from the campaign amounted to 23% to 39% depending on the selected channel, which demonstrates the relevance of the chosen strategy.
The campaign has been used type 2 bluetooth-stations: mobile - for placement in the commercial and entertainment centers, and fixed that were built into the design of outdoor advertising, combined with stopping the pavilions. In addition, during the second phase of the campaign hot-spots have appeared in the bus and backpacks promoters, which could be found in 32 subway stations.
These formats were selected not by accident - it is in the process of expectations (movie showtimes, friends or transport), people willing function include bluetooth, free to download on your mobile phone java-game format IQ-tests, useful Life-khaki and updated with play-list mp3 tracks.
Incidentally, the leader by number of downloads has become a game "Treniruy brain" - the first Russian-language adaptation of the popular format in Europe brain trainer, containing a number of tasks for the development of logic, memory, verbal and mathematical abilities. It is designed specifically for mobile devices and perfectly fit into the overall ideology of the campaign. The game was downloaded more than 280 000 times.
In addition, during the spring and summer campaign Amstel first among FMCG brands launched their own social network for consumers. Also in order to increase coverage, the campaign was accompanied by a bright outdoor advertising in the subway, advertisements on TV and enabling promotions in retail networks. Total number of participants unique marketing shares Amstel was for 3 months about half a million people.
The campaign has been used type 2 bluetooth-stations: mobile - for placement in the commercial and entertainment centers, and fixed that were built into the design of outdoor advertising, combined with stopping the pavilions. In addition, during the second phase of the campaign hot-spots have appeared in the bus and backpacks promoters, which could be found in 32 subway stations.
These formats were selected not by accident - it is in the process of expectations (movie showtimes, friends or transport), people willing function include bluetooth, free to download on your mobile phone java-game format IQ-tests, useful Life-khaki and updated with play-list mp3 tracks.
Incidentally, the leader by number of downloads has become a game "Treniruy brain" - the first Russian-language adaptation of the popular format in Europe brain trainer, containing a number of tasks for the development of logic, memory, verbal and mathematical abilities. It is designed specifically for mobile devices and perfectly fit into the overall ideology of the campaign. The game was downloaded more than 280 000 times.
In addition, during the spring and summer campaign Amstel first among FMCG brands launched their own social network for consumers. Also in order to increase coverage, the campaign was accompanied by a bright outdoor advertising in the subway, advertisements on TV and enabling promotions in retail networks. Total number of participants unique marketing shares Amstel was for 3 months about half a million people.
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