June 19, 2008
The first comics distributed for mobile phones in Spain by bluetooth )FuturLink)
Background
FuturLink set the first Bluetooth network in a shopping Mall.
This permanent circuit offer to their visitors the first comics distributed for mobile phones in Spain. It is a comic series called MACANUDO by Liniers, a famous Argentinean cartoonist. Since April 14th and until November the visitors will receive a comic each week every time they visit the shopping mall L´illa Diagonal.
The visitors receive the comics in proximity via Bluetooth and WiFi.
Objectives
The objectives of the mobile marketing campaign were two:
L´illa shopping mall with their permanent Bluetooth network aim was add value to their visitors by offering them a funny content for free, as a result, improved the traffic and loyalty of the visitors generating more revenues.
The comics author aim was promote the series offering the visitors Freemium contents, generating buzz marketing and creating customers expectation for the launch of his comic book that will be on November of 2008 in the stores.
Solution
As a permanent Bluetooth circuit, visitors can be impacted along the Shopping Mall due to the several access point placed in the building.
The visitors receive in their mobile phone a new comic each week in proximity via Bluetooth and WiFi walking around in the centre in their leisure and shopping time.
The aim is to offer their visitors a value added service and at the same time distribute “Freemium” content, it means, offer them content capsules of their interest in order to increase the number and loyalty of visitors and promote the comics book that they will launch in November 2008.
Many of the visitors return to the shopping mall each week and repeat the experience receiving the following comics.
The mobile marketing platform allowed the shopping mall has accurate statistics in real time and remote control planning and deployment of the campaign.
Results
In this MACANUDO´s comic campaign we got great results. In just one week 38.000 mobile phones were detected and 5.500 got the first comic adapted to their mobile phones. As contents vary every week, the measurement tool could detect a raise in the number of mobile phone that repeat the experience which is a proven fact of market success.
The campaign was really effective and the customers perceived value on receiving the comics walking around the mall during their shopping and leisure time. Furthermore it allowed a pleasant and funny moment and they also created a viral action sharing it on the move with friends.
