The challenge

Dansk Reklame Film wanted to offer advertisers a new marketing channel in the three CinemaxX theatres in Denmark. The new setup was intended to generate higher revenue through advertising on an interactive and innovative marketing platform with measurable results. More Mobile relation came with the solution.

The solution

A unique collaboration between three partners: CinemaxX, Dansk Reklame Film and MORE. The new marketing channel in the three CinemaxX theatres in Denmark is called BioBluetooth. Each of the tree partners has unique responsibilities. Dansk Reklame Film sells media space to advertisers, CinemaxX provides the location and the audience, and MORE delivers the Bluetooth technology and creates the campaigns.
 

MORE has installed two Bluetooth zones in each of the three cinema foyers in which the advertisers can buy campaign space. The zones are located at key locations where there is constant traffic. In each zone there is a display with back-to-back back-lit posters that captures the eye. Examples of campaign vehicles include movie trailers, ring tones, wallpapers, special offers, links to mobile portals, customer club promotions and discount coupons on popcorn and drinks.

The results

Current and potential advertisers in CinemaxX theatres have gained access to a completely new marketing channel for reaching subscribers with targeted messages. BioBluetooth gives the advertisers a unique opportunity to get in touch and interact with the 33,000 customers who visit the three cinemas every week. Furthermore, the results of each campaign can be followed closely during the campaign period and the documentation is very detailed. Advertisers can also achieve a strong viral effect when they send out campaign messages with content of high relevance and value for customers.