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In the news
Missioning at the cricket
Starcom's Mission Impossible III campaign, comprising 30" commercials broadcast on the Wanderers' Cricket Stadium screens and streamed via Bluetooth technology to cell phones of consenting spectators, was launched on 31 March 2006 during the South Africa vs Australia five-day test series in Johannesburg.
During the five-day test series, 2982 audience members downloaded 7382 items from a choice of 11 options to their mobiles. The Mission Impossible III advert was downloaded 661 times, accounting for 9% of the downloads.
"What is not measurable at this stage is the volume of viral spread the number of times the content is forwarded to friends of the initial recipients, but judging by general behaviour patterns of this consumer market, the pass-on rate should be high," comments Gordon Patterson, MD of Starcom.
Continues Patterson, "Bluetooth is a relatively new concept with vast potential offering advertisers many advantages. It is a platform that appeals to the youth and techno-savvy individuals - often a difficult market to reach.
"As a location-specific communication tool it allows for precise targeting and there is no irritation factor as messages are permission based. Current technology allows 10"-30" of audio visual content to be transmitted at no cost to the recipient and with no risk of viruses," concludes Patterson.
