Bluetooth proximity marketing and mobile barcodes: Gavitec & Wayin & Brandscape

In South Africa, one of the leading markets of Bluetooth technology, Brandscape (brandscape.co.za), Wayin (wayin.co.za) and Gavitec (mobiledigit.com)have launched a Bluetooth instant prizes services. Basically the offer is around Powerade’s Pick n Pay Argus Expo stand.

What and How?
Basically promoters wear t-shirts with Hypertags that transmit content via Blueetooth. Then consumers get mobile barcode coupons that can be scanned at the Argus Expo Stand and users can win hot prizes.

From the press release

Gordon Parkin, Creative Director at Brandscape says: “This is the perfect mechanic to ensure that Expo visitors make a stop at the Powerade stand. It also allows the brand to penetrate the consumer’s personal space and utilize the billboard space of the future: the mobile handset.” All interactions are logged, and prizes are given out according to a closely monitored database, ensuring effective use of prizes.

What we think?
Bluetooth use in Europe is dire. In South Africa and Australia its hot because of the climate and space in the respectful countries. But adding Hypertags to t-shirts is innovative and something to think about at concerts or the London/ New York marathon. This could be huge and finally make proximity marketing a success globally. Not forgetting the mobile barcodes either!

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