Yesterday I bashed Navy PR firm Campbell-Ewald for not understanding the YouTube culture.
Today, I need to link to an interesting approach they have taken with mobile marketing:
From the Internet to GPS, the U.S. military often gets a first crack at deploying emerging technologies, so it’s fitting that a current U.S. Navy Reserve campaign is testing the Bluetooth waters. The effort aims to inspire today’s sailors through a mobile video to “Make a Difference a Few Days at a Time” by joining the reserve.
Fittingly, the campaign is highly targeted, reaching out to residents of 13 naval bases across the country. Locations such as mess halls and the NEX, or Naval Exchange store, are hubs of everyday life for sailors and their families on naval bases. And that’s exactly where the campaign’s developers decided to bivouac the Bluetooth-enabled ads: on payphone kiosks right outside those prime spots.
NEXs are “hugely popular,” said Scott Cohen, director of marketing at payphone ad firm Prime Point Media,” referring to them as the Navy’s version of Wal-Mart. “Some people go to them everyday or multiple times everyday.”
In a stealthy manner any submariner could appreciate, when someone carrying a Bluetooth-enabled mobile phone set to discoverable mode nears a payphone featuring one of the campaign’s ad wraps, the phone is detected by a device attached to the phone ad. The ad device then sends a message to the phone, asking if the recipient would like to download a video from the reserve. If the answer is “yes,” the device immediately uploads the two-minute clip, complete with patriotic testimonials and allusions to brotherhood and pride. The video clip prompts viewers to visit the Navy Reserve.com Web site, or call the reserve.
Following its launch in November and through December, about 11,000 Bluetooth phones in discoverable mode were detected, resulting in about 2,000 successful full video deliveries. Campbell-Ewald developed the campaign creative and placed media through Outdoor Services.