Over the past couple of years, there have been a number of companies who thought that delivering targeted information to mobile users based on their current location could be a very lucrative business, e.g. companies such FourSquare or Yelp.

Now Facebook has also entered this business with a new service called Place Tips.

The service will initially be based on bluetooth “Beacons” and is being trialled in New York. more»

This summer in Brazil, Nivea wanted to expand their engagement, particularly with mothers, and particularly related to sun protection products.

The result is one of the most interesting campaigns we’ve seen for quite some time, combining a branded mobile app with a disposable location tag to provide parents with peace of mind at the beach this summer.
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American Film distributor, Lionsgate, has announced that as part of their marketing efforts for upcoming film Divergent they will run an advanced mobile campaign to target customers in shopping malls.

Lionsgate has frequently been a leading proponent of using mobile to market their films.
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Mobile Retail is a hot area now, with merchants and technology providers around the world looking for ways to improve the engagement of customers in retail stores.

PayPal, one of the world’s leading payments companies has recently announced Beacon, a new mobile retail product based on Bluetooth, which could lead to much smoother interaction in store.
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Bluetooth-based proximity marketing has occasionally been criticized as being intrusive, as Bluetooth “invitations” are sometimes sent without a consumers request.

However, recent figures from proximity marketing firm FuturLink demonstrate that Bluetooth marketing can lead to very successful customer interaction. more»

Proximity marketing using Bluetooth has been around for several years, and has found success in certain environments.

This report is based on a study of 1,000 UK consumers and their views on Bluetooth and Bluetooth marketing. It offers marketers an independent report on the use of Bluetooth as a channel to deliver rich media as part of a multi-channel marketing campaign. more»

T-Mobile has announced that it will trial “proximity marketing” at several of its London locations in an effort to bring more people into the stores.

Bluetooth tags will be installed in six T-Mobile stores by Hypertag, a provider of proximity solutions.
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ROK Entertainment, the UK-based mobile technology and entertainment company has signed a partnership with Mixcast Network to roll out a national Bluetooth mobile advertising platform in the US in time for the Super Bowl weekend in February. more»

ROK Entertainment Group, a global entertainment company, has launched ROK Promoter, a web-based application which allows advertisers to create and manage their own Bluetooth advertising campaigns, direct to consumers. more»

Bluetooth marketing seems to be growing in popularity. Just recently JC Decaux, one of the world’s largest out-of-home advertising companies, announced the roll out of a bluetooth network that will go across Australia. more»

When 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. more»