Coldplay’s Bluetooth Campaign
A recent campaign to promote Coldolay’s XY album has involved Bluetooth technology. Free pre-release video clips, interviews, audio samples and exclusive images onto their mobile, via Bluetooth technology from giant Transvision screens at UK train stations.
More than 87,000 unique handsets were “discovered” and 13,000 people then opted-in to receive the material, delivering a response rate close to 15%.
The chief creative officer at Filter, the creative agency who set this campaign up, told NetImperative, “What BlueCasting can deliver is at the very early stages, but within the coming months the BlueCasting service will be able to deliver free, personalised broadband-quality content to user’s mobile phones, PDAs and portable computers”.