Wimbledon Bluetooth Marketing Campaign from IBM

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Written on Monday, June 29, 2009

I have just come across a very interesting bluetooth marketing campaign from IBM that will allow people all over London, to be able to follow scores from matches at real time throughout the duration of the Wimbledon Grand Slam Tennis Tournament.

Here's more from the press release:

IBM, the official supplier of live score and match data coverage for Wimbledon, and MindShare Performance worked with CNBC Europe, the financial news channel, to commission 'What Makes Wimbledon Special', a series of one-and-a-half minute programmes, which will feature Wimbledon and IBM executives being interviewed about their experiences of the tournament.

The programmes will be screened at three locations in the Broadgate area of London: Exchange Square, where the trees will be Bluetooth-enabled so mobile phone users can access the latest Wimbledon scores; Finsbury Square; and the Fulcrum, where IBM will make the umpire chairs Bluetooth liveried.

MindShare said the close proximity of the three locations would allow the audience to take full advantage of the interactive service by discussing the All England Lawn Tennis Championships as it unfolds.

MindShare Outdoor has also booked a creative campaign for Wimbledon in the arrivals hall at Gatwick Airport, which will feature 54 metres of Ellumin8 illuminated advertising space.

IBM will also provide press and online support, including MPUs, allowing users to receive Wimbledon scores in real time.
It's a great example of how bluetooth marketing can go beyond simple 'content-push' campaigns by offering meaningful services to participants.

The Wimbledon Grand Slam Tournament is a very big event in London, and I think it's a great idea to be able to offer this service to everyone in town at the time, cause it promotes the awareness regarding the event, which means Londoners and visitors will have more direct access to event information.

An interesting element is choosing to install the bluetooth hotspots on trees, which raises a number of issues with access to power and network, and perhaps even environmental concerns about the damage done to trees.

I would also be interested to know whether this installation will be held in place and also used for other mobile marketing campaigns, or if it will simply be removed after this particular bluetooth marketing campaign.

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