bluetooth marketing

Background

XYZdirect were briefed to consider means of enhancing visitors' journey through the attraction, most specifically through the creation of a unique multi sensory experience.

	Objective: To deliver the SWW branded content, marketing messages and educational information to the target audience in an innovative & cost effective way via their mobile phone while at the venue.

Strategy
XYZdirect used the Bluetooth channel to deliver fun educational content to visitor's mobile devices as they journeyed through the attraction. The bluetooth channel was selected based on it's high penetration amongst our key audience of kids aged 4-13 and their parents, plus it positioned Sydney Wildlife World at the leading edge of creating interactive visitor experiences. This was a 1st in the Southern Hemisphere.

A network of 6 Bluetooth "hotspots" where installed at Sydney Wildlife World. The network was configured to deliver contextual based content to visitors relative to the segment of the exhibit they where in.

The SWW BlueZone network comprises six locations. Each one delivers free information about the animals on display at that exhibit including Koalas, Wallabies, Reptiles, and Invertebrates.

As patrons pass the Bluezone™ at each exhibit they can activate the Bluetooth on their phone to download rich animal images and interesting facts. This enhances their experience, educates them about each specific animal and extends the SWW brand by providing visitors with a long lasting and valuable souvenir of their visit to SWW.

The images and messages are typically extended to friends and family through viral marketing after the patron leaves the venue.

	Results With over 10,000 pieces of content sent to visitors mobiles each month, the strategydelivered against driving engagement beyond clients “wildest” expectations.