Columbia Tri-Star Warner, in Portugal, needed something different to impress the ...

... with the launch of the cinema movie Speed Racer. Mobile Brands implemented and managed the launch event including SMART cars and the BlipZones Bluetooth system. Their business challenge was to be innovative with new media channels and be measurable with the results.

The campaign took place over a 2 week period during the summer of 2008. The SMART cars went on tours and did stops near schools during week days and outdoor special events in the weekend. The campaign also included an events team.

At the stops, there would be big flags & banners indicating that this was a Bluetooth zone. By activating mobile phone Bluetooth functionalitity, the visitors automatically received content adapted to their specific phone model. Everyone were quite excited about the content and people, who had received content would show and share it with friends, school mates and a viral element occurred.

The results showed that over 11.000 handsets were detected at the location during the campaign period and 7% of these downloaded content from the campaign. Only 1% rejected and there was no complaints - quite the opposite. The Media in Portugal picked up on the events and rang news stories on the unsual targetting for a movie launch.