First ABCe for a Bluetooth campaign

Specialist agency Bluepod Media has posted publicly the first ever ABCe Bluetooth campaign audit certificate in a bid to bring credibility to the media.

The Hangover
The Hangover

The campaign was for Warner Bros film The Hangover (pictured) and the ABCe records 436 downloads for unique Bluetooth devices for the seven day campaign.

However, Stefan Hohmann, co-founder of Bluepod, says that the company sought certification to try to establish the credibility of the Bluetooth medium and demonstrate its measurement hygiene standard.

ABCe audited three metrics for the campaign – unique Bluetooth devices which measured the number of devices that accepted the trailer; the number of times the trailer was downloaded and the total number of devices detected (or “exposed£ during the campaign.

The total number for the latter was 4,663.

Observers have questioned how effective Bluetooth campaigns are as they do require mobile users to have the content feed switched on. Hohmann says that 40% of Bluetooth enabled phones are now “on” for feeds.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here