Bluecasting

What is blue casting?
Blue casting is a proximity marketing tool which enables brands to deliver content and applications to Blue tooth enabled mobile phones.

Can we track the users?
We can track the users, which would mean if a user has opted- in and received some content we know they have received it an, so therefore the next time they come into range they can be sent new content or can be ignored.
We can do city wise targeting in this so the brand can run different campaigns as per their market prioritization.

How did we go about it?
The blue casting unit along with a communication was put in high traffic locations. Once the content is pushed to the user he has to option of accepting it or rejecting it.
This is exclusive LEE content and free of cost to mobile phone users and has nothing to do with the online Lee site. We have a total of 14,000 plus LEE content downloaded either through wallpaper, ring tone, TVC etc etc. We also have plugged in a contest and the correct answer gets them an instant gratification in terms of 10% disc m coupon which they can immediately redeem at the store on his purchase.

Even new applications like the Fit Finder or the Mobile Catalogue have been pushed and according to the stats people have downloaded the entire application. To use the Fit Finder, you need to key in your vital statistics (weight, height and so on) via your cell phone. The Fit Finder will then recommend your best fit jeans. This has been a revolution in the mobile marketing history in India and we plan to continue doing such campaigns for our clients. We also plan to introduce new innovative technologies in the mobile space for the India market which would definitely add value to the brand in its communications to its customers. This is just a first step towards it……