Bluetooth Campaign Targets Theatregoers

Square Group has revealed the results of an experiment it has been running with Bluecasting at the Noel Coward Theatre in London. The company installed a Bluetooth transmitter from Alterwave in the theatre. When someone with an active Bluetooth device walks past the transmitter, it sends out a message offering them a free video clip from the puppet show, 'Avenue Q', which is playing at the theatre.
In the first seven days of the experiment, says Square Group, 9,595 active Bluetooth devices were detected and sent messages. Of these, 703 people accepted the offer of the video download – an average of 87 people each day.
“This is a fun and exciting method of marketing for any provider of entertainment value products” says Nicholas Lock from Square Group. “We are the only reseller of this product in the UK, which looks set to take the theatre industry into the next generation.”