Signature Q1 2009 - (Page 22) By Nicole Lewis | Photography by Guy Reynolds | Q1 ’09 Bluetooth Technology INTERACTIVE Olympic Efforts As proximity marketing and mobile advertising catch on, China, with its vast population and booming economy, is proving to be fertile ground for international companies to reach consumers at outdoor venues via Bluetooth technology. Indeed, the 2008 Summer Olympics, held in Coca-Cola found the Michael Phelps of Beijing last August, was a perfect opportunity for soft drink manufacturer Coca-Cola to launch an ad proximity marketing at the 2008 Summer Olympic campaign using the wireless marketing network of Games with Shanghai-based partner Pioco. Pioco, a Shanghai-based proximity media company. Pioco’s BlueAiring network, which transmits digital content directly to users’ mobile phones, has more than 1,800 nodes in restaurants, cafés and other leisure venues in and around Beijing and Shanghai. In Beijing alone, the network covers the International Trade Center, the Financial District, the Zhongguancun commercial district, the Wangfujing and Xidan shopping districts, the Dongzhimen transportation node, the Xizhimen subway area and other transportation hubs. The network has broadcast campaigns for Coca-Cola since Pioco was founded in 2006. Other clients include BMW, Absolut Vodka, Ford, Chevrolet, Nokia, Nike 22 | SIGnature | Bluetooth.org http://www.bluetooth.org
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