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Coca-Cola will beam commercials directly to consumers’ cell phones at the Olympic Games later this month.
Via a partnership with Chinese marketing firm Pioco, which has equipped thousands of hotspots at Olympics stadiums, restaurants, hotels, clubs and other venues throughout Beijing and Shanghai, Coke will prompt anyone with a Bluetooth phone to opt in for receiving Coke content, writes Mobile Marketer. If they accept, Coke will deliver video commercials to their mobile devices.
Coke says that previous campaigns it has run with Pioco experienced conversion rates - that is, people who agreed to download ads - of between 35 and 65 percent.
Pioco installed 1,200 Bluetooth terminals so far this year, and plans to install another 500 before the Olympics. By the end of the year, the company expects to have 15,000 terminals in five cities. The company estimates that more than 350 million people in China have Bluetooth-enabled phones.
eMarketer predicts that the Asia-Pacific region will overtake the U.S. in mobile ad spending in four years, with mobile ad dollars hitting $6.8 billion by 2012, according to MediaPost.
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