Trend: Bluetooth Marketing

Innovative mobile marketing campaign for Nike in China wins annual award.

The Nike Zoom campaign, devised by media agency MindShare China, won Campaign of the Year recently at the Venice Festival of Media. Planned out of MindShare’s Shanghai office, the Zoom campaign ran in Shanghai, Beijing, and Guangzhou. Bluetooth technology was used in special “information shelters”, offering a chance to win a pair of Zoom’s by running between the shelter and the closest Nike shop.

Standard billboards with Nike ads were specially equipped in each city to emit a Bluetooth signal aimed at nearby mobile phones. When people approached the billboard, they received short-range signals on their activated mobiles to start a “virtual stopwatch.” Then they received a message to run to the nearest designated Nike store as fast as they could, where a second Bluetooth signal stopped the stopwatch and recorded their time. Every day, for the length of the promotion, the store gave away one different pair of running shoes for the fastest athlete.

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