As part of Devon and Cornwall Constabulary's sexual offences awareness campaign, which is running this week and includes the release hard-hitting cinema advert, the force is making use of the Facebook website and Bluetooth devices.

The force says it is the first time it has used such a website to communicate targeted crime prevention messages.

Two separate adverts have been produced to target men and women. The male advert reminds users in the two counties that "no consent + sex > rape" while the female advert aims to remind women that "rapists are not always strangers".

The Bluetooth campaign will see a mini-story extension of the cinema advert sent to receptive devices in pubs and nightclubs in Devon and Cornwall.

A spokesman for the force said the Bluetooth campaign would tell the same story from both the male and female perspective, naming characters from the cinema adverts as Dan and Chloe.

They added: "We are really excited to be using new media in this way.

"We haven't used Facebook in a crime prevention before, but we are always looking at new and innovative methods to get crime prevention messages to traditionally hard to reach audiences.

"Advertising on Facebook is a low cost method of really targeting our messages to specific audiences at a local level."

Domino’s Pizza is driving traffic to its newly optimized mobile Web site with mobile advertising and seeing a surge in revenue from its mobile commerce platform.

While the pizza franchise continues to invest heavily in traditional media, it has seen significant growth from its mobile initiatives and plans to increase its investment in the mobile channel going forward. In addition to promoting its mobile site on Dominos.com and via email blasts, the company partners with mobile ad networks and with publishers directly to run banner ads across most of the top 10 mobile Web sites in the United States, including Pandora, ESPN and CNN.

“Mobile is a rapidly growing segment of our business, one that we expect to grow for years to come,” said Rob Weisberg, vice president of multimedia marketing at Domino’s Pizza, Ann Arbor, MI. “A major growth agent for our company over the last few years has been online ordering in the digital space.

Domino’s mobile coupons are tailored to consumers’ ordering history and are often time-sensitive.

“We send out coupons via SMS that are relevant to you as an individual, an offer that’s strong and takes you to the site and all you have to do is hit confirm,” Mr. Weisberg said. “As far as our system-wide average, 85 percent of our business is delivery, and because of that, we know who you are, your name, address, phone number and what you’ve ordered in the past.

“Data sources such as Acxiom, Experian and Trans Union provide marketers with a rich set of data regarding demographic information, and that combined with past behavior, what each consumer has purchased from Domino’s via phone, online or mobile, that’s in our computer system,” he said.

Schiesser Bluetooth Billboard:

First is the ‘Mystery’ billboard by underwear company Shiesser. The billboard features a sketched silhouette of a woman with the line “The prettiest things are hidden from view“.

Then when you activate your Bluetooth you get sent the Schiesser Showroom Application which displays a catalogue of models in lingerie, thus filling out the silhouette. Agency: Mindmatics

Big Brother Bluetooth Billboard:

Next is the Big Brother campaign in Australia to promote the launch of the new series on TV. Bluetooth transmitters were installed into 20 high footfall bus shelters around town. Two messages were sent to people nearby (as a .txt file).

The first message is targeted for the location, with something along the lines of “Im watching u. Ur at the (customised current location)”. The second message is received 30-40 seconds later with the big reveal, saying “Big Brother is back. 7 PM weeknights on TEN”.

The campaigns theme is based around the Big Brother slogan “Big Brother is watching” hence the stalker style message. Agency: Marketforce

Global shipments of Wi-Fi-enabled cell phones are expected to double between 2009 and 2011, at least partially due to the emergence of a slew of smartphones with Wi-Fi capabilities, according to an analyst at ABI Research in New York.

Analyst Michael Morgan said he expects about 300 million handsets that provide dual wireless capability for cellular and Wi-Fi to ship during 2011, up from about 144 million expected to ship this year.

Morgan added that he expects about 85 million Wi-Fi-capable smartphones to ship globally this year -- of 170 million total smartphones. The Wi-Fi-capable smartphones include Apple Inc.'s iPhone and other popular offerings. Morgan noted that the number of smartphones shipped is expected to grow by about 20% each year for the next several years, and predicted that fully 90% will have Wi-Fi capability by 2014.

"A doubling of Wi-Fi enabled cell phones in two years is ridiculously high," Morgan said. "Wi-Fi has become a must-have item much as Bluetooth did earlier."

Part of the value of having a Wi-Fi handset these day is that the number of hot spots in coffee shops and other buildings is exploding while more and more homes and even planes support the technology, he noted. Eight U.S. Airlines now offer Wi-Fi access on more than 500 flights, with the number expected to grow to entire carrier fleets in two years.

Following AT&T's lead, Verizon Wireless recently made 30,000 Boingo Wireless Wi-Fi hot spots available to some 9 million of its residential customers on certain plans.

Morgan said Verizon is "warming up to Wi-Fi" and can be expected to support more smartphones and handsets with dual mode capability for Wi-Fi. Even AT&T was at first leery of Wi-Fi, fearing it would take traffic off from their cellular networks, Morgan said. But AT&T was "thrown into the [Wi-Fi] pool by the iPhone" after it first surfaced two years ago, he added.