The Royal Marines are targeting Bond fans using Bluetooth technology in the first mobile advertising campaign of its kind.
According to a posting at Creativematch, the campaign will be broadcast before and after the latest Bond film Quantum of Solace in 120 cinemas.
The campaign is the brainchild of full service digital agency twentysix, winners of an Interactive Marketing and Advertising award for recruitment work for the Royal Marines.
Is this the start of a new form of advertising delivery?
My only experience of Bluetooth advertising to date is Manchester Airport’s shopping offers. I’d be interested to hear of any others.
Dim Sum Digital 
The AMC cinema on Deansgate sends you a Bluetooth message with film trailers on it.
Lancashire Police send anti-drink-driving Bluetooth messages to revellers at pubs and clubs in the county.
The Trafford Centre sends you a Bluetooth message too – I don’t know what’s on it as I didn’t accept.
Therein lies the problem – people may choose to view ads now for their curiosity value, but as it becomes mainstream, advertisers will have to work much harder for eyeballs. I’m thinking discounts, promotions etc.
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Last time I was in London one of the lapdancing clubs had a van with a big poster on saying turn on your Bluetooth for exclusive content – I’m guessing pretty much in the same way Paul highlighted above.
For the record I didn’t.
I know one of the South African universities runs a journalism project where students’ news stories are being pushed in Bluetooth zones on their campus, which I think is pretty interesting. Not clear how much that will be worth doing, but certainly and interesting idea.
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