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MarketingVOX: CBS is using Bluetooth technology to stream clips of some of its shows to consumers' cell phones directly from billboards, as consumers pass by.
Because Bluetooth technology does not require connectivity to the internet, travelers can download clips from CSI, Shark, Smith, Jericho and The Class, as long as they're within close range of the billboards, writes Broadcasting & Cable (via MediaBuyerPlanner). CBS worked with Paris-based mobile company Kameleon Technologies to enable the campaign.
The campaign begins Labor Day weekend and lasts through September, writes ClickZ. Each show will have its own billboard located in Grand Central Station's upstairs corridor and on its subway level. The cell phone or other Bluetooth device must be within 30-35 feet of the billboard and be in "discoverable to all" mode.
CBS will count the number of downloads as well as assign spotters to see how many people look at the billboards, and at what times. "This is a perfect product demo. When the ad becomes the content, I think it works perfectly," Greg Stuart, CEO of the Interactive Advertising Bureau, is quoted by ClickZ as saying.
Kameleon will help deploy other Bluetooth-enabled billboards in September and October for billboard owners CBS Outdoor, Cemusa, ClearChannel and J.C. Decaux.
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