bluetooth media network in shanghai
TRANSCRIPT
Interactive Bluetooth Campaign
in Universities
By: Pioco Telecommunication
About Pioco
About Pioco
Pioco, 缤科蓝牙通信传媒是一家以创新引领用户新生活，以科技打造市场精品牌的蓝牙传媒企
业。缤科为企业传播产品文化，创造收益，让用户体验便捷时尚，分享收获。
BlueAiring, 缤科的服务品牌，是全球第一短距离无线通信系统，创造了以蓝牙技术为主的数据
通信服务，能针对拥有蓝牙手机的用户提供各种分类信息，增强服务精准，完善服务类别。透过蓝
牙与潜力消费者推送，沟通与互动来达到有针对及策略性的服务布局。
给我们一秒钟，我们给你全世界。
About Pioco
Pioco ， 2006 年 7 月创立于上海，从事专业蓝牙广播传媒，利用蓝牙无线技术为广告客户寻找精确用户群体，扩大品牌效应，提高核心竞争力。
我们致力于提升户外广告功能和媒体整合营销。蓝牙技术能够配合传统的户外媒体，对路人的手机进行发送广告。同时可以收集用户资料（包括手机号码）。用户更可以通过手机进行无线内容控制。我们着重于整合营销，我们的服务器能够连接互联网，进行创意统一。
公司创立之始， Pioco 就将自己的目标定位于通过技术创新，为全球广告客户寻找最准确的用户群体，使客户产品真正有口皆碑，深入人心。为此，我们一直坚持不懈，深信不已。
公司核心产品 BlueAiring ，无线蓝牙传播，创新广告系统。在各种广告方式和信息泛滥的大环境下， BlueAiring 的出现将打开消费者一片“蓝海式”的心智空间，帮助全球广告客户提供创新战略方案，让营销策略胜券在握，品牌价值深入人心。
Bluetooth
2007 Bluetooth Devices Research Studies：
Statistics
Number of Bluetooth Usage (Global vs China)
0亿 5 10 15 20 25 30 35
全球手机用户
中国手机用户
China
Global
中国蓝牙手机用户
全球蓝牙手机用户
Global Mobile Users 30.5 亿
Global BT Users 11.3 亿
China Mobile Users 5.02 亿
China BT Users 1.8 亿
University Media
校园 牙媒体覆盖渠道蓝
▲媒体点位数量：200个▲覆盖人群数量：50，0000人
▲日人均流量：200， 0000人次
高校学生构成及特征：有强烈的好奇心。
学生群体的生活态度：喜好娱乐生活，爱炫耀
高校蓝牙功能手机的拥有率： 67.8%高校蓝牙功能手机的新增率：125%
高校蓝牙的使用率:70%活动区域:餐厅，宿舍，超市以及其它等待区
高校学生对蓝牙的评价：新奇，好玩高校学生对蓝牙的接受程度：满意率78%
The Reach of BlueAiring Network
Media List学校 人流量
上海水产大学
上海电力学院 10,000
工商外国语大学 10,000
上海理工大学 19,000
上海外国语大学 11,000
对外贸易大学
立信会计 10,000
东华大学 15,000
工程技术大学 9,000
华东政法大学 12,000
复旦视觉艺术学校 6,000
复旦大学 21,000
复旦大学医学院 6,000
交通大学 22,000
交通大学医学院
学校 人流量
同济大学 20,000
华东师范大学 18,000
华东理工大学 15,000
上海外国语大学 11,000
东华大学 15,000
财经大学 22,000
上海理工大学 19,000
上海海事大学 6,000
上海音乐学院 12,000
上海戏剧学院 13,000
上海体育学院 6,000
华东政法学院 12,000
上海水产大学 10,000
上海电力学院 10,000
上海大学 22,000
学校 人流量
上海中医药大学 12,000
上海师范大学 20,000
上海应用技术学院 6,000
上海金融学院 6,000
第二工业大学 8,000
上海电机学院 9,000
上海政法学院
上海杉达学院 8,000
上海建桥学院 8,000
海关高等专科学校
医疗器械高等专科学校 8,000
出版高专专科 9,000
上海旅游专科学校
公安高等专科学校
东海职业技术学校
新桥技术学院
邦德学院
BlueAiring Light Box
Appears in the food courts and super market
within 47 universities
Substitute into indications of updated contents
Branded Contents
Broadcasting
Photo
GIF, JPEG etc
Contents
Photo (Branded Screen Savers)
Contents
1.) Introduction
2.) e-Coupon
3.) Pictures of previous event
e-Coupon
Contents
宝马 3 系列 – 壁纸
专营点查询
下载 下载
An interactive menu is broadcasted to prospects that allows them to browse contents in a very personal way:
• Select wallpapers to download
• Browse contents of different cars
• Dealer store location
Java
Contents
Java
Contents
An interactive menu is broadcasted to prospects that allows them to browse contents in a very personal way:
Branded Mobile games
Contents
Existing games can be customized to ensure that the brand is closely integrated within the game itself, so as to be identified as a brand property
Example of reskined game title
Example of brandedgame elements
Branded Mobile games
Contents
Rotating BannersServed as per location of consumerEg. Consumer in UK can get a TESCO banner
Sponsored BannerServed on number of impressions (can be auto rotated once specific no. of impressions are served)
Rotating BannersServed based on time of interaction (e.g. Dominos can purchase banner I one hour blocks before mealtime)
Interactions
Content
来自 Pepsi 的最新信息
请您接收
接收
退出
BlueAiring 可为您时时发送 Pepsi 铃声、游戏、壁纸、屏保及最新活动预告 , 让您和您的顾客时刻紧密联系在一起。
On-site Registration
Registration
注册
Interactions
Bluetooth Interactive Campaign
学生可以通过手机上传个性化内容
校内所产生的内容会通过互联网上传到网站上
Integration with Internet
Case Studies
Case Studies
Background Objectives Contents Servers Result
Client Name: Coca-Cola
Project Name: Coke/World of Warcraft China Joy 2006
Date: 28th – 30thJuly, 2006
Location: Shanghai International Exhibition Center
Estimated # of Audiences: 200,000
Background:
In order to create interactions and increase the linkage with high-tech gaming, Coca-Cola has utilized BlueAiring technology to communicate with the gamers within China Joy
Client
Background Objectives Contents Servers Result
Objectives:
To increase the interaction with gamers
Increase the reception of branded digital contents
Create more registrations through BlueAiring communication
Client
Objectives Contents Servers ResultBackground
Contents (within 3 servers):
Entrance (1 server) –
• Introduction Graphic
• Map Guide to enter Coke’s Hall
Within Coke’s Hall (2 server) -
• 6 Wallpapers
• 4 TVCs
Client
Background Objectives Contents Servers Result
There are a total of 3 BlueAiring servers to be deployed, namely A, B and C
Server AServer B
Server C
Client
Background Objectives Contents Servers Result
Server B near the entrance of Hall W3 and Server C near the stage area
Server C Server B
Client
Background Objectives Contents Servers Result
3 days in total, we have:
Total Unique TVC downloaded
51,300Total Wallpapers downloaded
297,500
Large Size Outdoor Indicator
Client
Background Objectives Contents Servers Result
Client Name: Nike
Project Name: Nike 706 (Opening)
Date: 5th January, 2007
Location: Beijing 798
Estimated # of Audiences: 205
Background:
Nike has opened up the newest gallery in Beijing 798 area to let the hardcore fans understand the evolution of Air Force
5th of January is the opening day of the Nike 706 and the 1st day that it invites its hardcore fans to visit
Client
Background Objectives Contents Servers Result
Client
To invite our VIP to come visit often by sending them invitation cards
and also allowing them to handout the same invitation to their friends
Nike has commissioned a globally famous DJ – Timberlake to mix a
track for the newest Air Force 25. A way is need to distribute this track
to our prospects
Background Objectives Contents Servers Result
Client
Broadcasting 4 files in total:
Schedule of transmission of contents: Every 15 minutes (Bluetooth MAC ID log was cleared for every 15 minutes for
repeated downloads) (provided his/her Bluetooth is activated))
Speed of transmission of contents:
Gif: 1 secondJPEG: 1 secondMP3: 20 seconds – 35 seconds3GP: 12 seconds – 25 seconds
Background Objectives Contents Servers Result
Client
8 servers each one with 4 satellite dishes have been installed within the whole area
Background Objectives Contents Servers Result
Client
Background Objectives Contents Servers Result
Client
Number of audiences:
205
Number broadcast:
115
Success Rate:
56%
Background Objectives Contents Servers Result
Client Name: Metersbonwe
Project Name: Interactive Light-Box
Date: 5th January – 5th February, 2007
Location: SH Metro Lane 4, SH Stadium Station
Estimated # of Audiences per day: 10,000
Background:
The latest line of Metersbonwe Spring collection has emphasized on the “Chosen by ME” attitude. They are looking for out of ordinary creative idea to implement the same theme into outdoor media
Client
Background Objectives Contents Servers Result
Client
To bring out the spirit of “Chosen by ME” attitude out of the metro light-
box media
To utilize mobile marketing and broadcast pictures of the newest
collection to our prospects
Increase the creative value of the overall campaign by high-tech
integrations with traditional out-of-home media
Background Objectives Contents Servers Result
Client
壁纸
专营点查询
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Java Interactive Menu:
To bring out the “Chosen by ME” attitude,
an interactive menu is broadcasted into our
prospects phone. Upon Bluetooth
activation, users are able to select the
many wallpapers of the newest collection
featuring Taiwanese hip-hop super star,
Jay Chow
Background Objectives Contents Servers Result
Client
The integration:
The BlueAiring antennas are specially fixed right on top of the light-box to create the maximum coverage
Background Objectives Contents Servers Result
Client
Duration: 30 days
Estimated # of people within station per day: 10,000 -
# of Success Download: 15,800 photos
Successful Broadcasted Rate: 5 % (around)
Thank you