IBM Case Study | Bluetooth Marketing

By: Proximity Sky  09-Dec-2011
Keywords: Pdf Files, Mobile Devices, Ipod Touch


IBM has been the Official Technology Partner of the Australian Open since 1993. Every year, new innovations are developed and deployed across each tournament, creating a perpetual stream of innovation that sees the technology become smarter and greener year on year.

2011 saw IBM bringing a range of new multimedia experiences into play, including iPhone/iPad applications and other new technologies. Proximity Marketing was one of these new technologies IBM decided to embrace.


  • Promote IBM’s involvement in the 2011 Australian Open.
  • Format and optimise multimedia content for IBM.
  • Push video and PDF content to mobile phones.
  • Allow smartphone users to wirelessly access content.
  • Gather statistics and information about users for reporting purposes.


Run a two week campaign in the Sydney Qantas airport lounge. Set up a Bluetooth and Wi-Fi network to reach users with mobile devices in the lounge. Run logging for analytics and reporting purposes.


We converted and optimised the video content provided by IBM to be compatible with multiple mobile devices. Alongside the video, a PDF containing information about IBM’s Australian Open relationship was also available to all devices.

We reached mobile devices via Bluetooth, pushing out optimised video and PDF files to Bluetooth enabled handsets.

To interact with smartphone users, we created a local Wi-Fi access point containing a mini site. This allowed iPhones and other smart phones to access the content.

A script was added to the mini site to accurately track how many people were viewing the content. Another feature implemented in the script allowed us to track which phones/browsers were being used to view the content.

Bluetooth tracking was also enabled to gather data related to user traffic and other statistics.


The campaign successfully ran for two weeks at the Qantas airport lounge in Sydney. All parties involved were very pleased with the results. After receiving the data logs, we analysed the data to create a report detailing traffic and other user information, the help determine the success of the campaign. Over 2,300 devices and users were reached during the two week period. We discovered that over 80% of these devices were Apple products (iPhone iPod Touch and iPad).

today to find out how Proximity Marketing can work for you.

Keywords: Airport Lounge, Apple Products, Ipod Touch, Mobile Devices, Multimedia Content, Pdf Files, Wi-Fi Network,

Other products and services from Proximity Sky


Contact Proximity Sky | Bluetooth Proximity

By working closely together, you gain Proximity Sky’s extensive proximity marketing and location-based marketing knowledge, skills and experience to help you design and develop the very best mobile marketing campaign. You run the risk of having a scattergun approach and losing track of your ultimate campaign goals. As with any targeted marketing campaign, the key to success is developing a winning strategy.


Proximity Marketing Installation and Support

By using Proximity Sky to install our proximity marketing products, you can be assured that the installation will perform to the highest quality standards and adhere to best practice. Our trained technical staff can answer all questions ranging from setting up a campaign through to compliance testing and onsite fault detection.


Disclaimer | Wifi Marketing | Bluetooth Marketing

Proximity Sky’s expert design team has broad experience both developing mobile content and converting existing content into suitable formats for mobile advertising. One of the key criteria for a successful mobile marketing campaign is the delivery of high quality and creatively designed content.


Benefits | Bluetooth Proximity

At Proximity Sky we understand that every business has different needs and requirements, which is why we offer individual solutions, not one strategy that works for all. From the initial campaign strategy to delivering the final reports, our team of experts are always working to achieve the best results for your campaign.


Proximity Marketing Reporting | Proximity Sky

This information can then be overlayed with redemption of QR Codes or sales of a promoted item for quantification of campaign success and measuring the return on your investment. Reports show the total number of impressions, the number of people accepting of your messages, total downloads, total rejection messages and total failures. Reporting for Bluetooth proximity marketing campaigns are available to our clients.