FourDocs are being “bluecast” in from underground train stations and cinemasa cross the UK. Through specially created posters advertising the show people can download through their mobile phone using bluetooth 8 different FourDocs. The online ‘show’ started 2 weeks before the Viacom Outdoors Bluetooth campaign. The campaign was “planned by OMD UK and Michaelides & Bednash”. [Brand Republic] Channel 4 is the first to sign up for the bluetooth poster sites using bluetooth technology.
Another has jumped on the bluetooth service already though: Trans World Entertainment Partners (a music store franchise) & WideRay are creating “Download & Go” mobile entertainment stations. Upon entering the store, people with a bluetooth or infrared-enabled phone will be sent an offer to download: “music, video, games, ringtones and wallpapers from EMI Music, Twentieth Century Fox, Digital Chocolate” for free or as “try-and-buy applications”. Also on offer will be full-length games that can be paid for in-store. [WideRay press release]
This is great for mobile phones, but also for users and content creators. It also opens the door for wireless advertising. I really like the idea of getting good content, good stories from an advertisement in a bus shelter. The breaking down of the boundaries between advertising and storytelling, between story space and real-life space, between story technology and real life technology will have an interesting effect on people me thinks…