Interactive bluetooth campaign with Sony Ericsson and Aguilera ringtones
13 September 2006 by axxxr
Mobistar,one of Belgium's three mobile telecommunications operators in cooperation with Sony Ericsson, is launching a new interactive Bluetooth campaign.
All Bluetooth users can benefit from a unique one-week offer allowing them to receive free of charge a Christina Aguilera ringtone if they are within 30 metres of an Abribus. With this Abribus campaign Mobistar is taking the road of permission marketing.
Today Mobistar is surprising its customers and other mobile users with an exclusive Abribus campaign. The telecom operator is the first to use the new Bluetooth technology from Alterwave commercialised by JCDecaux Innovate within the 2m2 JCDecaux network. “Traditional mass communication must give way to new communication methods. This campaign illustrates the concept of interactive communication and is based on the principles of permission marketing" states Chris Van Roey, Chief Communication Officer of Mobistar.
The Abribus – equipped with a Bluetooth data server – can detect a Bluetooth-activated handset within a range of 30 metres. The consumer then receives a message asking whether he would like to receive a ringtone. If he accepts, the consumer receives from Mobistar, free of charge, the Christina Aguilera True Tone. All one needs is a True Tone compatible mobile phone with Bluetooth technology.
“Music plays an important role in the lives of young people. To create a unique music experience via mobile and to further reinforce our position with the music and youth segment, Mobistar cooperated with JCDecaux Innovate, Sony Ericsson and Sony BMG to develop this interactive campaign" comments Van Roey.