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Case Samples

Waymedia Proximity Bluetooth Marketing case studies

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Herein we will analise case studies with two main things in common:

- Low investment
- Excelent ROI

The following case studies will help you understand better the advantages of doing bluetooth marketing and proximity advertising in general. Each of these cases was (or IS currently being..) developed at different scenarios so the flexibility of the system can be clearly seen. Please, analise each one of these cases and for sure you will find ideas of your own on how to implement bluetooth and proximity marketing

Campaign details
Location: McDonald’s restaurant
Country: France
Number of bluetooth units used: 1
Content delivered: Gif (Discounts, promotions, etc).
Duration: 15 days

Results:
Handsets contacted: 4,425
Donwloads: 1,115
Ratio (Donwloads/Contacted): 25,2%
Interaction with handsets (Donwloads+Rejections/Contacted): 74,3%
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Campaign details
Location: University of Milan
Country: Italy
Number of units used: 1
Content delivered: .jar .sis .cab application with information of interest for students (exam dates, vacations, courses, etc)
Duration: 5 months

Results:
Handsets contacted: 3,442
Donwloads: 2,337
Ratio (Donwloads/Contacted): 52,41%
Interaction with handsets (Donwloads+Rejections/Contacted): 67,52%
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Campaign details
Location: Mercedes Benz Museum
Country: Germany
Number of units used: 4
Content delivered: Images (wallpaper . Jpg), Audios (.mp3), animated (.gif) Application with content about Mercedes Benz history.
Duration: 1 Month

Results:
Handsets contacted: 8,498
Downloads: 3,793
Ratio (Donwloads/Contacted): 39,56%
Interaction with handsets (Donwloads+Rejections/Contacted): 54,92%

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Campaign details
Location: Shopping mall, Mexico City.
Country: Mexico
Number of units used: 2
Content delivered: animated (.gif) Shopping Mall’s own promotion
Duration: 15 days

Results:
Handsets contacted: 2,886
Downloads: 1,734
Ratio (Donwloads/Contacted): 23,11%
Interacción con dispositivos (Descargas+Rechazos/Contactados): 69,62%

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Campaign details

Location: City of Florence, downtown.
Country: Italy
Number of units used: 2
Content delivered: Flash application (City of Florence guide)
Duration: 4 days

Results:
Handsets contacted: 3,473
Downloads: 1,046
Ratio (Donwloads/Contacted): 30,11%
Interaction with handsets (Donwloads+Rejections/Contacted): 37,86%
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Campaign details
Location: Carrefour supermarket, Madrid
Country: Spain
Number of units used: 2
Contnt delivered: Screen savers, images, recepies, etc
Duration: permanent

Results (average per month):
Handsets contacted : 19.824
Donwloads: 3.527
Ratio (Donwloads/Contacted): 17,7%
Interaction with handsets (Donwloads+Rejections/Contacted): 34,86%

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CONCLUSIONS:

The samples just reviewed are just but a few out of a list of 100’s which we, as Waymedia, have developed throughout the years in this sector, and with our partners all over the world.

Currently, through our proximity units allocated worldwide, more than 1 000 000 users (monthly!) interact with different brands, making us one of the leaders in the sector and a reference in service and technology.

Every single download performed through one of our units is guaranteed to deliver a qualified contact to a brand:

“No one downloads something onto his/her handset and not look at it!

Return on Investment (ROI) is at is best when it comes to bluetooth marketing making this advertising and communication channel probably the most interesting there is.

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-Some more case samples of Proximity marketing actions

-Algunos ejemplos MÁS de acciones de Proximity.

- Cliente/Client: Canal de TV / TV channel
Ubicación/Location: Lona de exterior ubicada en la fachada de un hotel NH / Exterior canvas on building front of a NH hotel.
Duración/Duration: 1 mes / 1 month
Objetivo/Challenge: Notificar a la gente que pasaba por debajo el lanzamiento de una nueva serie de animación / Notify bywalkers of upcomming launching of a new animated series
Contenido/Content: Video de anime / Anime video
Resultados/Results: unas 20.000 detecciones de usuarios únicos y unas 6.000 descargas / Some 20.000 detections of unique users and around 6.000 downloads

Nota: El ratio de viralidad de este tipo de contenido es alto, lo que significa que el verdadero impacto de los 6.000 usuarios únicos puede haber sido de 4-5 veces mahyor en realidad
Note: The virality ratio of these kinds of content items is high, meaning that 6.000 folks checking out this promotional video could really have the effect of 4-5 times that number.

- Cliente/Client: Marca de coches / Car manufacturer
Ubicación/Location: Vallas en centro comercial / Shopping mall's advertising signs
Duración/Duration: 6 meses / 6 months
Objetivo/Challenge: Utilización de forma continuada de una canal para notificar distintos lanzamientos / Use of the channel to notify mall visitors of the year's new car models launching
Contenido/Content: Vídeos / Videos
Resultados/Results: unas 6.000 detecciones y cerca de 1.000 descargas MENSUALES / About 6.000 detections and close to 1.000 downloads MONTHLY

- Cliente/Client: Centro comercial / Shopping Mall
Ubicación/Location: Dentro del propio centro comercial / Inside the shopping mall itself
Duración/Duration: ilimitada / unlimited
Objetivo/Challenge: Promocionar las propias ofertas del centro, así como ofrecer el canal a terceros / Promotion of shopping mall's offers and selling of the channel's advertising space to third parties
Resultados/Results: unas 10.000 detecciones mes y unas 1.800 descargas mensuales / ongoing MONTHLY average of 10.000 detections and 1.800 downloads

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Case studies in the USA:

What our Partners and clients are experiencing while testing the different handset models, etc locally.

"......to the three major cell phone providers ( Verizon, AT&T, and Sprint/Nextel) today and logged the results for each individual phone at every location. In quick summary, it appears that approximately 60% of the phones currently in the marketplace potential make a connection for downloading content. ( Verizon 23% market share, blackberry 11% and Samsung 6%) It is as stated before, all Verizon phones have been blocked from accepting content from an outside source. I was not able to get even one phone to receive content. AT&T phones worked great with approximately 90% acceptance. Samsung phones have much difficulty as you know. Nextel was between the two with acceptance quite high but sending content to picture files immediately and some difficulty finding them. “

“I have had great success with the phones I have tested on AT@T system”

“As a recent purchaser of the V710 from Verizon, I've spent a number of hours researching its capabilities and limitations with respect to direct transfer of photos, ringtones, and MP3 files between the phone and a PC. This research has included three calls to Motorola tech support. Thought I'd pass on what I've learned..."

"Basically, Verizon has blocked all methods of directly transferring photos and ringtones. You can't do it using the Mobile PhoneTools software (the multimedia transfer capability is disabled for the Verizon version of the phone); and although you can transfer photo and MP3 files between a PC and a flash card, you cannot transfer them between the flash card and the areas of the phone's memory that permits them to be associated with calls or other phone features. So if you want to add ringtones you're going to be limited to what you can purchases from Verizon, and if you want to transfer photos, you're going to have to go through Verizon's facility, which requires either a pre-paid option to permit transfer of some number of them, or a 25-cent fee per photo”

"....the conclusion we got to: Verizon + I-phones + blackberry’s=27% of the market. Rest of handsets work perfectly. Blackberry’s can work too, but user needs to know how to unblock the Bluetooth ports (usaully by going to the multimedia menu and enabling the “receive files via X” option. Verizon and i-phones we can forget for now. Need to go after that 71% of the market with smart phones of other kind. (I believe that in time Verizon will remove this ridiculous blockade on their phones. (One possible way to accelarate this would be to announce in your Proximity campaigns: “turn on your bluetooth and get XYZ for free---doesnt work if you are a Verizon user”).