Johnny CEO is your target. He runs a company, rides a chaffeured Suburban, and lives an incredibly busy lifestyle, which your advertising can’t seem to penetrate. One fateful day, while flexing his muscles at the gym, he’s prompted by an announcement via the gym’s Instore Radio to activate the Bluetooth on his cellphone. He then receives an invitation to your event, part of your brand activation, to which he “bluetooths” a reply. Bull’s eye.
This is how marketing professionals at MyGroove picture the usefulness of instore radio plus Bluetooth technology, a seamless integration of two non-traditional media which will allow sponsors to deliver promotional offers and rich media content to a highly-targeted audience in an entirely new and effective way.
MyGroove’s landmark approach to advertising will first take place late February 2008 in five Gold’s Gym locations across Metro Manila.
Why Bluetooth?
“For one, it’s simple, it carries multi-media content and, for the end-user, it’s free,” says MyGroove IT Specialist, Rene Dulguime.
The instore radio messages will prompt gym-goers to activate their cellphone’s Bluetooth. Media content such as video clips, MP3, graphics and promotional offers such as invitations, promo questions, and confirmation codes will then be sent to the cellphone. And, unlike other mobile phone technologies, Bluetooth media content comes for free.
MyGroove is currently making plans to install more Bluetooth hubs in their other client venues, discloses MyGroove General Manager, Arthur Pastrana.
“It’s time we made full use of this technology’s amazing capabilities.” He adds. “MyGroove has again scored another first.”