Hotspots around Bustling Olympic Locations Provide Coke Media Content
Straight to Cell Phones and Other Bluetooth-Enabled Devices
BEIJING, Aug. 6 /PRNewswire/ -- In just under a week, the 2008 Summer
Olympics will kick off in Beijing, and Coca-Cola's sponsorship will be
fronted by the first Bluetooth interactive media marketing campaign of its
kind. Pioco, China's most influential Bluetooth Media company, has wired
thousands of hotspots in and around the Olympic stadiums, hotels,
restaurants, clubs, cafes and other leisure venues of Beijing and Shanghai
to broadcast Coca-Cola Bluetooth video commercials to Bluetooth-enabled
cell phones. When Bluetooth- enabled consumers enter a hotspot, they
receive a message on their device, asking if they would like to download
content from Coca-Cola.
"We've been working with Coca-Cola for about two years now, and the
campaigns have returned great results," remarked Steve Chao, co-founder and
CEO of Pioco. "In previous campaigns, we've seen conversion rates closer to
35 percent. At events that prompt participants to enable their Bluetooth
devices -- as will be the case with many Olympic hotspot locations -- we've
seen conversion rates up to 65 percent."
Within Beijing, Pioco has built a Bluetooth hotspot network that covers
the International Trade Center, Financial District, Zhongguancun commercial
district, Wangfujing shopping street and Xidan shopping district,
Dongzhimen transportation node, Xizhimen subway area and other
transportation hubs around the city. Coca-Cola believes that the campaign
will reach consumers even more intuitively than traditional forms of media.
"Our outreach has extended to television, online outlets, magazines,
out-of-home and other print media, but this campaign is unique in that it
allows us to directly reach consumers in outdoor entertainment venues,"
commented Michelle Yang, Media Director for Coca-Cola China. "Pioco has
already enabled us to reach millions of consumers in hundreds of Chinese
cities via Coke's Olympic Torch Relay Truck in preparation for the summer
Olympic Games. We're projecting we'll reach millions more local and
visiting international consumers over the course of the games."
Coca-Cola's relationship with Pioco marks the first time in Olympic
history that a brand has used Bluetooth media for its marketing campaign.
The 2008 Beijing Olympic Games are set to kick off with the Opening
Ceremony on August 8.
About Pioco
Founded in 2006, Pioco is an innovator in OOH advertising space. The
company, which is headquartered in Shanghai, with offices in Beijing,
GuangZhou, Hong Kong and Taipei, has initiated a new form of B2C
interactive communication strategy, supported by Bluetooth broadcasting of
media, set graphics, sound, text, video and animation. Pioco also provides
advertisers with accurate statistical feedback and scientific data analysis
by tracking the unique Bluetooth ID of consumer devices.
For more information, please visit: http://www.pioco.com.
|
