87,000 Programme Clips In A Single Week
Adrian J Cotterill, Editor-in-Chief
87,000 video clips in a week is a pretty good number for any Bluetooth service – let’s forget our personal misgvings about Bluetooth for a second, Ed
The UK’s Channel 4 has been promoting its ‘Catch-Up service’ (similar to the BBC’s iPlayer service that you know we also have ‘reservations about’) with a Breeze Tech Bluetooth Marketing campaign
Great quote from James Davies at Posterscope in the press release below, which is well worth highlighting (and repeating) …
“The success of Bluetooth marketing is very much a function of the quality, value and relevance of the content on offer, and the 87,000 downloads Channel 4 achieved clearly demonstrates that there is a demand from consumers for such mobile content.”
London, 20 June 2008—Advertising agencies OMD UK, Posterscope, 4Creative and Bluetooth marketing company Breeze Tech have carried out a week long campaign for Channel 4 in five major London stations as part of the promotion around their Catch-Up service on channel4.com/watchonline, offering consumers new content each day from the previous day’s viewing. The campaign aimed to demonstrate how watching Channel 4 can now be completely at the viewer’s convenience as Catch-Up allows viewing of programmes for up to seven days through online streaming video.
Channel 4’s objective was to extend their promotional campaign to outdoor by offering actual programme content to consumers. Breeze Tech’s media servers located in Titan Outdoor’s station were selected as an effective route to Channel 4’s target demographic. Channel 4 recognised the value of the opportunity to interact with the commuter audience on a daily basis throughout the week, and the ability to measure the impact of the campaign was a key deciding factor.
All detectable handsets in the Bluetooth zones were offered a clip from the previous evening’s viewing, which quickly transferred to the phone once the download was accepted by the user. Different content was offered each day, including clips from The F Word, Peep Show and River Cottage Spring. Across a single week in five major London stations, 87,000 downloads were recorded.
Steve Forde, Marketing Manager, New Media at Channel 4, commented, “We were looking to raise the profile of channel4.com/watchonline through a high impact campaign. Providing free content over Bluetooth rapidly achieved our objectives of raising awareness of this service, attracting viewers and highlighting key programmes. Working with Breeze Tech has allowed us an excellent level of interaction with our target audience.“
James Davies, Board Director of Posterscope, added “The success of Bluetooth marketing is very much a function of the quality, value and relevance of the content on offer, and the 87,000 downloads Channel 4 achieved clearly demonstrates that there is a demand from consumers for such mobile content.”
Gregor Isbister, Breeze Tech founder, said “We are delighted to work with a major broadcaster such as Channel 4 and help them to reach out to their target audience. When advertisers are looking for a campaign which will increase brand recall and bring them closer to their audience, Bluetooth marketing is the ideal solution.”
With a Bluetooth campaign, all downloads are completely free to the consumer and the service is entirely opt in. Content can be in the form of video clips, ringtones, music tracks, images or text such as contact cards. Individuals can keep the content on their phone, forward it to friends by Bluetooth or transfer it to a PC. Breeze Tech’s technology ensures that all content is formatted to suit any type of handset and provide the best user viewing experience.
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