The company ran trials throughout the year but has now partnered with cinema groups Vue and Cineworld through Pearl.
Lend Lease Retail has also signed up for the technology, which will deliver Bluetooth marketing to five of the company’s shopping centres.
Proximity advertising works on a pay-per-download basis, with advertisers only paying for access to their content. The box is about the length of a hardcover e-book and only needs a power outlet to operate.
Stefan Hohmann, chief executive of Bluepod Media, said: “We are offering brands the opportunity to reach millions of consumers with relevant engaging content which is completely measurable — something which mobile marketing has struggled to deliver until now.”
National Bluetooth marketing campaigns are centrally controlled through Bluepod Media, but can be controlled remotely via an express location. Some of the tested campaigns include movie trailers, promotional music downloads, and virtual vouchers for discounted products.
Bluepod Media can provide advertisers with statistical reports on the effectiveness of a campaign, detailing how many users decided to download the content.
Mark de Quervain, Director of Sales and Marketing at Vue Cinemas, said: “Bluepod will enable Vue to offer our own offers and advertising campaigns covering films, retail and other campaigns as curated content, as we did in fact to announce the special screening. . de Genesis Live in Düsseldorf in June.
“It also provides an additional marketing platform for third-party brands to perform within our theaters to reach a wide variety of audiences in targeted ways. “
Bluepod Media is in talks with venue partners in the sports and entertainment sectors to roll out its service in more locations in the UK and overseas.
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