Signature - Q1, 2008 - (Page 20) By C. C. Williams | Photography by Matthew Mahon | Q1 ’08 Bluetooth Technology INTERACTIVE Opt-in Innovation The Bluetooth SIG, Inc. is fielding innovative brand-awareness programs. Over the U.S. Labor Day weekend last September, the Bluetooth SIG kicked off a large-scale push-marketing campaign with the University of Texas Longhorns, one of the most successful programs in American college football. That month the Bluetooth SIG also teamed up with Samsung and T-Mobile to push awareness of Samsung’s new cell phone, the Blast, at the 37th annual Bumbershoot: Seattle’s Music & Arts Festival. Bluetooth technology is building brand momentum through Both initiatives introduced proximity marketing. The newest trend: taking advantage of the consumers to new ways they can interact with Bluetooth technology and natural advertising advantages at large-scale public events. helped educate them that the technology is useful beyond headsets and keyboards. “We’re trying to teach consumers that Bluetooth technology is so much more,” says Amy Smith, marketing editor for the Bluetooth SIG. “You can use it to print, listen to shared music and transfer data.” The campaigns also represented the Bluetooth SIG’s initial effort to test the effectiveness of Bluetooth enabled proximity marketing at sporting events, concerts and other large-scale gatherings. Proximity marketing is about advertising on the go – getting free and useful information to the right customers at the right time – and high-profile events are increasingly seen by companies as ideal venues for pushing products and services via Bluetooth technology. The Darrell K. Royal-Texas Memorial Stadium in Austin, Texas, was the perfect place for the Bluetooth SIG to jump into the game of sports-stadium marketing. The Texas Longhorns are hugely popular, drawing more than 80,000 fans per home game, and the city of Austin, dubbed Silicon Hill, is a hotbed of technology that’s full of tech-savvy students. 20 | SIGnature | Bluetooth.org http://Bluetooth.org
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