Mobile marketing shows an constant growth. From Obama’s campaign to Nike’s mobile magazine, mobile marketing proved that it works. Today, you can easily find “interactive” advertising box that ask customers to activate the Bluetooth on their mobile phones, in order to send them some interesting content: videos, coupons, pictures and more.

In Australia, the famous reality show Big Brother 2008 had an amazing success a Bluetooth SMS campaign that really caught people by surprise. The ads embodied the “Big Brother is watching” slogan, which is the essence of the show. The campaign installed Blue-tooth transmitters in over 20 high-traffic bus shelters around town. The transmitters automatically sent two anonymous messages to any Bluetooth enabled phones in the area. The first message was tailored specifically for the local location, with something along the lines of: I’m watching u. Ur at the (customized current location). The second message is received 30-40 seconds later with the big reveal, saying: Big Brother is back. 7 PM weeknights on TEN.

Bluetooth SMS campaign allows the advertiser to create a personal relationship with the consumer. Mobile marketing creates a big impact directly in the pockets of those they want to talk to. They feel more concerned and then become more engaged. The Big Brother campaign also gave to each person the experience of being inside the game. This campaign is without a doubt a great example of how creative mobile marketing can be.

Sources :

http://blog.mobi.ee/2008/06/bluetooth-marketing-in-australia/

http://www.mobilemarketer.com/cms/news/messaging/2478.html

http://www.mobilemarketer.com/cms/news/advertising/2491.html