I came across this article about a bluetooth proximity marketing campaign that took place a few weeks ago in Wrexham, UK.

The British Police has run a number of such drink awareness campaigns in the past so this is not something entirely new, but it is good to be seeing more and more of these campaigns out there. It is just confirming how widely mobile marketing can be used not just in promotional marketing campaigns but also to raise social awareness in such issues.

From the article:

Gencia’s “Bloowire” Bluetooth marketing tool is being used in Wrexham this weekend in a Home Office and council partnership to cut violent crime.

TV monitors will encourage drinkers to download a number of applications to their mobiles, including a Beer Goggles game which demonstrates what effects alcohol can have on their judgement.

More seriously there will be personal safety messages aimed at young women to encourage them to travel home safely.

“Bluetooth offers us a modern and measurable way to engage young people with key messages around alcohol and Gencia were chosen because of their experience of delivering full campaign strategies rather than just the technology itself,” explained North Wales Police Sergeant Dave Marsden.

In January this year, the Manchester agency was brought in to use Bluetooth proximity marketing in Liverpool city centre on another drink awareness campaign, this time for Liverpool Trading Standards and Merseyside Police.

If you are interested, feel free to browse through some past related articles: