To promote popular reality show Big Brother 2008 on Channel TEN in Australia, advertising agency Marketforce in Perth came up with a unique bluetooth SMS campaign that really caught people by surprise. The ads embodied the "Big Brother is watching" slogan, which is the essence of the show.
The campaign installed Blue-tooth transmitters in over 20 high-traffic bus shelters around town. The transmitters automatically sent two anonymous messages to any bluetooth enabled phones in the area.
The first message was tailored specifically for the local location, with something along the lines of "Im watching u. Ur at the (customized current location)". The second message is received 30-40 seconds later with the big reveal, saying "Big Brother is back. 7 PM weeknights on TEN".
I like the unusual dynamics of this campaign which can intrigue people who receive a message from a "stalker" to end up being a promotion for a TV show.
Good work by creatives Ryan Albuino, Andrew Chu at the Marketforce agency.
What's Driving This Trend
- Bluetooth Advertising
- Opportunity to leverage bluetooth technology to create innovative and engaging advertising campaigns.
- Location-based Marketing
- Potential to utilize location-specific messaging to target and captivate audiences in specific areas.
- Surprise Marketing
- Ability to surprise and captivate consumers by subverting their expectations with unexpected advertising campaigns.
Who This Affects Most
- Entertainment
- Potential for entertainment industry to use disruptive advertising strategies to promote TV shows and movies.
- Marketing and Advertising
- Opportunity for marketing and advertising agencies to create unique and attention-grabbing campaigns using bluetooth technology.
- Technology
- Potential for tech companies to develop and provide bluetooth-enabled devices and software for innovative advertising purposes.
