The Indian advertising and marketing market has just added a new word – Blue Casting (Bluetooth Marketing). Launched by Maxus Interaction recently, Blue Casting uses Bluetooth technology for sending promotional material to the potential consumer’s mobile handsets. With this, yet another spectrum of mobile marketing has been added. Initially, mobile marketing was restricted to SMSes and phone calls.
Lee Jeans has become the first brand in India to use this new method of marketing. The campaign, executed at a Lee Jeans store in Bangalore and Mumbai, used in-store publicity mediums to attract consumers to opt-in for the Bluetooth promotional materials. The promotional materials included a game, an application from Lee, wallpapers and ring tones, along with a contest that offered discounts in the store that could be redeemed through M-coupons (Mobile coupons).
“With an overwhelming figure of five million and more mobile subscribers being added monthly, we couldn’t have found a better platform to interact with the youth. From our study we also found out that a good 30 per cent plus have GPRS/Bluetooth connectivity and actively use this facility for content download,” pointed out Priya Sanghvi, Marketing Head, Lee. “The experiments in Bangalore and Mumbai was overwhelming with around 20,000 downloads in a month,” she added.
Tushar Vyas, National Director, Interaction, GroupM, said, “This is permission based mobile marketing and we advise our clients not to get into push marketing, as it generally dilutes the brand image This Lee campaign had a 28 per cent conversion rate, which is a huge success for any form of marketing.”
Speaking on future plans of the company, Vinod Thadani, Business Director, Interaction, GroupM, said, “We have many more such projects in the pipeline. Moreover, we are coming out with many innovations on the voice platforms and digital out-of-home solutions.”