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Coke’s Powerade Uses Bluetooth To Engage Cyclists

powerade_biker.gifWhen Powerade wanted to promote their range of sports drinks at this year’s Pick n Pay Argus Cycle Tour in Cape Town, they turned to a company called Brandscape who specialise in Proximity Marketing Solutions.

All the cyclists who registered for the event at the Good Hope Centre were offered the chance to download free content via Bluetooth or infrared. The content included video adverts for Powerade, ringtones and branded wallpapers.

Downloading through Bluetooth

The cyclists were enticed to accept the content by the offer of a free prize draw. Prizes included Powerade – branded wallets, saddle bags, bandanas, golf towels, caps and lanyards. The prize draw was handled through a bar coded voucher, which was included as part of the content download.

Scanning the mobile barcode

One of the added advantages of the bar codes for Powerade was that in order to redeem them the phone holder had to have his phone scanned at the Powerade expo stand. This attracted people to the stand and gave Powerade the chance to sell other products to the cyclists.

The voucher for the prize draw

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 utilise the billboard space of the future: the mobile handset.”

powerade4.gif“Powerade is the perfect brand to launch a digital strategy, fun, sporty, yet with serious technology behind the product. We’re experimenting with Hypertag, and are impressed with its accountability, and ability to engage – especially when combined with Brandscape’s mobile handset scanners. Watch this space, there’s a lot of exciting stuff still to come from us,” commented Ismail Nanabhay, Powerade Brand Manager.

Indeed although exact statistics are not yet available, Brandscape have told MobiAD that the download conversion rate exceeded expectations by almost 30% and that the prize delivery and redemption technology was extremely well received by the public regardless of age. This was in part due to the fact that the Hypertag Bluetooth devices are worn by promoters who give a human face to this new media channel.

“Eventing is the perfect place for brands and advertisers to wet their toe’s with our technology,” says Brandscape Managing Director Damian Hardy, “but the real power lies in retail, where simple, effectively-incentivised purchases and card-less loyalty is now a reality.”


17.04.2008    Tags: ,
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