Major Belgian service provider Mobistar, in cooperation with Sony Ericsson, is launching an innovative campaign in eight Belgian cities using interactive Bluetooth technology. All users with Bluetooth enabled handsets will be able to receive free ringtones if they are within 30 metres of an Abribus (a bus shelter showcase). Consumers will receive a message asking whether he would like to receive a ringtone. If he accepts, the consumer receives a free Christina Aguilera True Tone from Mobistar. This campaign will introduce mobile users to what is called “permission marketing”. The telecom operator is the first to use the new Bluetooth technology. “Traditional mass communication must give way to new communication methods. This campaign illustrates the concept of interactive communication and is based on the principles of permission marketing” states Chris Van Roey, Chief Communication Officer of Mobistar.
“Music plays an important role in the lives of young people. To create a unique music experience via mobile and to further reinforce our position with the music and youth segment, Mobistar cooperated with JCDecaux Innovate, Sony Ericsson and Sony BMG to develop this interactive campaign.” comments Van Roey.
Technorati : Belgium, Mobile Marketing, MobileYouth, Mobistar, Sony Ericsson, SonyBMG