Sunday, October 01, 2006
CBS to use Bluetooth for mobile advertising
CBS is starting a trial in New York City, installing five interactive posters in Gran Central terminal, which will allow users to download video clisp on their mobile phones, using Bluetooth. These half minute clips will be scenes from one of the CBS’ four new prime-time programs — “Shark,” “Smith,” “Jericho” and “The Class” — as well as its hit show “CSI: Crime Scene Investigation.” A viewer can later delete the clip, or save it and pass it along.
The main concern about bluetooth advertising of this sort is that it is both an interruption even in the best of circumstances and that it capitalizes upon the ignorance of many people in regards to bluetooth setup to basically breach the security of mobile devices in order to push content at the consumer.
If you run this idea through Godin's "permission marketing" filter, the results should seem fairly obvious. Will Bluetooth users disregard the interruption or will they be ticked that they are forced to take some kind of action on the clip?
I'm down with the ticked theory.
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