Burger King Bluetooth Marketing Trial at Luton Airport
Written on Friday, May 07, 2010
Airports are ideal grounds for mobile marketing campaigns. Travelers spend a lot of their time idle, waiting for connecting flights, etc. , while there's also visitors waiting to pick up passengers from arriving flights who also wait around a lot, with little to do.
Mobile Marketing offers a great opportunity to engage with this audience in ways exceeding beyond the traditional billboard ads and print marketing, by interacting with them on their most personal device: their mobile phone.
Few airports are exploiting this potential, however, to my knowledge until today:
- Bristol International
- Athens International Airport
- New Orleans Airport
- Jože Pučnik Airport (Ljubljana, Slovenia)
...and this is a shame! Please if you represent an airport - and are reading this - do something about it! You ARE missing out!
Now Luton Airport, also becomes a ground for a bluetooth marketing campaign, though it's actually Burger King, and not the airport itself running a proximity marketing trial. Here's more from the article:
A trial of a Bluetooth enabled advertising campaign for Burger King carried out earlier this year at Luton Airport saw 2265 people download the offer pinged to their phone from a six-sheet billboard in the check-in hall, representing around 10% of people who received the initial Bluetooth nudge, M-Retailing.net understands.
Working with advertising company JC Decaux Airport and Hypertag, Burger King decided to try and use Bluetooth marketing for a 15% off promo deal to attract more customers to a tucked away outlet located between the check desks and the departures hall. Running between 17 December 2009 and 16 January this year, the Bluetooth enabled posted contacted some 20,000 passing people, with 2265 actually downloading the offer.
As to how many people actually then redeemed the offers at the Burger King branch is not being revealed, but Hypertag’s proximity marketing manager, Elliot Messenger, tells us that Burger King was pleased with the trial.
“What is interesting is that one person tried to redeem the offer at a Burger King in Manchester, showing that this form of marketing lives on in consumers’ minds much longer than paper vouchers,” says Messenger. “He couldn’t redeem it there, but it was interesting to note.”
On redemption, Messenger says that, because the Bluetooth trial was part of a wider newspaper and TV advertising campaign, the redemption mechanic was simple. “Burger King can centrally add a button to the checkout screen that the sales person just presses when presented with a voucher in whatever form,” he explains.”This makes implementation very easy. “
However, Hypertag recognises that the redemption issue is the key thing that will hold back widespread adoption of m-vouching. “We are at least three years away from any widespread adoption of this as the redemption technology isn’t cheap enough to appear in all shops. Personally, I think we will see big stores like Tesco and Asda doing this in the next two years, but until the technology is cheap it won’t be ubiquitous.”
Hypertag is one of the that's been making quite a few headlines in Proximity Marketing. I hope they keep up the good work, because they're doing a lot to promote proximity marketing as a whole - as a business sector, while others just choose to SPAM...
P.S: Apologies the blog's been a bit dead this week, but with what's been going on here in Greece - if you've been following the news - I'm happy with myself I got this much done anyway...
Posted in
bluetooth marketing,
proximity marketing
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You can also find bluetooth proximity marketing campaigns from BMW at Hamburg and Munich Airport
Hi guys, Luton airport now has a fixed bluetooth hotspot at the Arriva / greenline bus terminal. We at Astracasting have won the contract to supply Arriva on a national scale with Bluetooth solutions, following our success nationally with the police and public sector. The messages at Greenline in Luton airport are aimed at new arrivals and direct bus links into central London.
Kind regards Rob Mac, director.
Not from airport but it probably takes time. It can also be risky for big brands since it can be considered as spam for some users.
Need to keep an open mind. If you look round an airport about 10% appear to be on their mobiles. Most are texting
I had a connecting flight in Miami a few months ago and i got a message on my bluetooth, I was in a hurry so I didn't really notice it.
Maybe this is bigger than we thought.