Bluetooth-enabled marketing debuts at Pearson Airport

In what's touted as a first for Canada, a Cisco campaign is tagging along with travelers.

Three Clear Channel posters fitted with Bluetooth technology began delivering video downloads of a Cisco Canada campaign to wireless devices yesterday at Pearson International Airport Terminal One in Toronto.

Toronto-HQ’d Cisco Canada is the first marketer to utilize the new technology from Vancouver- and Toronto-based BlueCasting Canada, a division of Big Board Marketing, which is the exclusive licensed agent in Canada for Filter UK. The three creative executions of Cisco’s current human network campaign were done by Toronto’s OgilvyOne agency and are supported with backlit signage, plus a video clip. Toronto-based Mindshare Canada handled the media buys.

BlueCasting managing partner Bill Brooks tells MiC his company can deliver content as simple as text and still images or richer media like audio samples, video clips and Java applications. ‘It’s a great way to deliver content to a marketer’s target group, and it can include special offers and coupons or (impart) informational messaging.’