Great to be hearing more and more of great Proximity Marketing examples and case studies out there, especially when it comes from big brand names, such as Red Bull.

Basically the program works in 1,400 Macs/Couche-Tard convenience stores in Canada and all begins on digital signage at the point of sale. The digital signage broadcasts ads for various products and services that the convenience store offers such as Coca-Cola and Cadbury.  

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Red Bull – case study

Red Bull is using digital signage to push its power drink. The brand is giving visitors to convenience store shoppers across Canada.

The coupon offers two cans of Red Bull for $4. The digital signage asks consumers to enable the Bluetooth on their device for a message from Red Bull. 

The display is at the point of purchase, reaching consumers who are waiting in line to pay or just walking around the store.

Once consumers enable the Bluetooth on their device, they receive the coupon. 

The set up within a Mac's/Couche-Tard store is to have one 32-inch screen in the store aisles and two 17-inch screens near the point of sale.

Red Bull is able to receive real-time feedback on each advertisement sent to shopper’s phones, from every sign and location.

“Advancements in mobile devices and digital signage, coupled with growing consumer acceptance of mobile marketing, are opening up key new opportunities for mobile-driven digital signage and affords a higher level of interactivity that didn’t exist before in public places,” Mr. Romanov said.

“Proximity-based mobile marketing can support social networking, price matching, coupons and real-time transactions to consumers at the point of sale, allowing today’s savvy and technologically-oriented consumer to engage, communicate and transact how, when and where they wish to,” he said.

“That’s why mobile proximity marketing can greatly improve the overall customer experience – which is the secret to achieving preferred status for any retail brand.”

As is usual with these types of campaigns, we never get to see any statistics, penetration rates, etc. And that's precisely the point I don't understand - proximity marketing, when compared to other traditional approaches such as mail / e-mail marketing, printed leaflets, etc. has a MUCH higher penetration rate (on good campaigns 10-20% - good meaning there's appropriate awareness, decent content, etc.).