AURA Interactive wins top global award. |
20 Nov 2008 |
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AURA Interactive have won the top award at the Global Mobile Marketing Association awards, which were presented in San Diego, USA, last Friday.
The award was in recognition of an innovative campaign rolled out by AURA to promote three blockbuster films from Paramount: Iron Man, Indiana Jones and The Incredible Hulk.
The campaign involved the deployment of a network of BlueZones® wireless hot spots across major shopping centres and the Hoyts cinema chain and engaged consumers by sending rich mobile downloads to their mobile phone as they entered each location. Supporting digital signage and PoS display stands invite consumers to activate Bluetooth® function on their phone. By accepting the Bluetooth® prompt sent to their phone screen the consumers downloaded free movie trailers, screensavers, wallpapers, calendar alerts and special candy bar and ticket offers for redemption at the box office.
"This is the first time an Australian company has won this prestigious award and also the first for a Bluetooth proximity marketing campaign," said Adam Dunne CEO of AURA. "The campaign worked really well for Paramount because it effectively reached over 5.5 million consumers and helped to drive over $55 million in ticket sales through Australian cinemas.
"Consumers loved the novelty of free downloads, which they could choose to accept or decline, and especially the M-vouchers for redemption at the candy bar. The average interaction session was three minutes in duration and many of the downloads were passed on to friends."
Bluetooth proximity marketing using the BlueZones network is now well established in Australia and the company recently launched the technology in Singapore through AURA Singapore and in the USA through a partnership with 5th Finger International.
As an out-of-home medium it is well regarded by advertisers because the platform can provide such metrics as how often people return to a specific location, which downloads they select and traffic levels by time and location. BlueZones® don't capture phone numbers or any identifying information, so consumer privacy is protected.
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