Link: Netimperative – Hypertag takes Pirates of the Caribbean campaign mobile
Disney have teamed up with marketing company Hypertag to promote their new Pirates of the Caribbean video game using bluetooth in bars and pubs around London.
Hypertags are short-range wireless devices which send information to mobile phones via Bluetooth. A user activates the Bluetooth on their phone, holds it near to the Hypertag and receives content such as coupons, business cards, ringtones or games.
The Pirates of the Caribbean campaign, which ended at the weekend, was run across the Boomerang network in
, delivering video clips and images of the new ‘At World’s End†game. London
There’s been a previous discussion on the blog about the legalities of using Bluetooth for delivering content in public places, with particular regard to opt-in. Hypertag apparently have a work-around for the issue, so if you’re thinking about doing something similar and don’t want to get bogged down in the whole ‘is it spam or isn’t it’ issue, would be worth having a chat with the gang at Hypertag.
I’ve seen devices that do this at the Brisbane Motor Show. Ford had these pillars that would send pictures and videos to your handset of various new models.
The way you had to opt-in was to change the bluetooth name of your phone to the name of the car that particular pillar was promoting. Clever, but required a little more know-how than would usually be desired.