Proximity Marketing System London Debut
Revolutionary Bluetooth marketing system makes its London DebutAugust 2007.
The Birmingham-based company SuiteX teamed up with a specialist clothing manufacturer to generate extra BUZZ at the West End movie premiere of 'In the Hands of the Gods'.
The film tells the story of five lads united by a passion to meet their hero Diego Maradona. With no cash and no help they head off from the streets of London towards the favelas of Buenos Aires, using their freestyle football skills to busk their way across the Atlantic and through the Americas. It's a journey that tests the limits of their friendship, talent and guts, and seems to feature lots of Nike kit.
The company used the Beamzone 'white box' Bluetooth mobile technology outside the Odeon West End in Leicester Square to transmit trailers of the movie, and information about a competition to win tickets for the premiere that night, to Bluetooth-enabled mobile phones.
An inflatable arena was erected in Leicester Square, with green Astroturf, two giant plasma screens, plus advertising and film posters. And in the build-up to the ticket prize-giving the film's five players gave a storming demonstration of their freestyle skills. The trailers and competition generated a huge number of 'beams', or downloads.
The Beamzone technology gives marketers unrivalled opportunities to reach people in defined locations with everything from invitations and information to podcasts, video clips and special offers, diary entries and business cards to PDF documents, mobile software, WAP links and games to music and ringtones.
'The beauty of this system is that it's free of charge to recipients and is available with any Bluetooth-enabled mobile device - but only if the device owner wants it,' said SuiteX Managing Director, Neil Hillman.
'The technology can provide marketing support across a huge range of target audiences, including conference delegates and exhibition visitors, hotels, bars and restaurants, shopping centres and individual stores, entertainment and sports venues, all forms of public transport, tourist information, outdoor advertising and lots more. Indeed any locations where there is footfall,' he added.
SuiteX is the UK certified partner of cutting-edge technologists Blue Cell Networks GmbH, based in Bamberg, Germany.
The German partner company has been developing its proximity marketing network since 2003, but this is the first time their system is being marketed in the UK by a sole-rights specialist.
'This form of Bluetooth technology is the first genuine marketing innovation of the 21st Century,' Hillman added. 'It's a tremendously exciting concept - something that has been recognised by several savvy outfits who learnt about SuiteX and its all-embracing services, even before our official launch.
'Beamzone has already been trialled at the Birmingham opening of the Omega Sektor, Europe's Largest Gaming Centre - with messages welcoming guests, business leaders and the national press, to what is seen as the world's first Cyber Theme Park.'
'It's a totally appropriate addition to the technology at what is destined to become not only a 365-day public recreational environment, but also Europe's premier venue for professional and competitive screen-gaming with over 400 on-line PCs.'
"The Omega Sektor launch was a great success,' said Chris Gould, Head of Corporate Relations and Sponsorship. 'The concept for the centre has been in development for over a year, so there was a lot of anticipation about what the final result would look like.
Blue Cell Networks' Continental clients have already included an abundance of blue-chip organisations including BMW, Volvo, Mercedes Benz, Volkswagen, Universal Pictures, EMI Music, Sony Ericsson, Nokia, Real Madrid and Sony Pictures.
The system has also been utilised at major exhibition venues, including the NEC, according to Marketing Director, Trevor Land. 'And we are working alongside the organisers of the National Venue Show - CMP United Business Media - at the NEC from September 25 to 27. CMP is using two Beamzone boxes to pass on masses of show information to visitors and exhibitors.
'And plans have already been drawn up with the aim of using the system at CMP's sister show International Confex which takes place at Earls Court from February 12 to 14, where it is proposed the system is also offered to exhibitors to tell all 'switched-on' visitors about their on-stand features and activities.
'We are really looking forward to working with SuiteX at this year's National Venue Show,' said Catharine Mackay, Account Manager for the NVS and for International Confex. 'There are a number of changes that we have made to the show and by introducing this market-leading bluetooth technology we will only enhance the show's dynamic approach to the visitor and exhibitor experience. Of course this initial showcase will also provide a sound basis for a developing relationship with SuiteX for Confex 2008 next February.'
Trevor Land added: 'Come and explore the wonders of Beamzone, on the SuiteX stand - K57 - in the Exhibiting and Events Live Sector at the National Venue Show.'