Bluetooth installations launched in Denmark’s CinemaxX theaters
20090105 in News by Claus HolmenMore Mobile Relations has signed an agreement with the cinema chain CinemaxX and Dansk Reklame Film A/S (Danish Advertising Film) that includes Bluetooth installations in the Danish CinemaxX theaters. The solution is called “Bio Bluetooth”.
Bio Bluetooth premieres in early January 2009 and is offering theatre guests the opportunity to download content to their mobile phones. At the same time current and potential advertisers in CinemaxX theatres gain access to a completely new marketing channel for meeting the subscribers of the most personal media in the mix - the mobile phone.
Andreas Raaschou, Business Development Manager at Dansk Reklame Film, says:
“The Bluetooth installation gives us a unique opportunity to develop our product platform to get in contact with and involve cinemagoers. The media will provide us with measurable and proven results.”
Examples of campaigns include movie trailers, ring tones, wallpapers, special offers, links to mobile portals, customer club promotions or discount coupons on popcorn and drinks.
CinemaxX has three impressive cinema complexes in Denmark - Århus, Odense and Copenhagen - all part of large shopping centers. MORE is installing two Bluetooth antennas in each of the three foyers on which the advertisers can buy campaign space. The antennas will be wrapped in compelling interchangeable display material that captures the eye.
In the new collaboration between the three partners, CinemaxX, Dansk Reklame Film and MORE, each has unique their responsibilities: CinemaxX has the great locations; Dansk Reklame Film handles the work of selling campaign space on the Bluetooth antennas; and MORE delivers the Bluetooth solution and designs the campaign elements if requested. Claus Holmen, Managing Director in MORE Denmark, says:
“The CinemaxX theatres are an interesting location with a very exciting target group. Bluetooth marketing offers the guests an extra experience in the form of entertainment and bargains, and potentially the campaign elements will have a viral effect so the messages spread.”
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