Royal Challengers and Bluetooth advertising

Royal Challengers,even though couldn’t perform at the IPL actually tried out interesting ways to generate hype around the team and distribute IPL related content.

TeliBrahma, a Bangalore based company used bluetooth advertising

to distribute IPL related content and match scores

Bluetooth marketing activities were carried out in two phases for the Royal Challengers.

TeliBrahma created a much larger Bluetooth enabled zone called BluZone at an IT park in Bangalore, where a corporate sports event was taking place with a gathering of more than 40,000, and at seven colleges, where fests were going on, attended by more than 50,000 students.

The second phase happened during the seven matches that took place at the Chinnaswami Stadium in Bangalore. Similar to the college fests and the sports event, the cricket stadium was converted into a BluZone. Ads requesting the audience to activate their Bluetooth facility were displayed through hoardings and screens fitted in the stadium [via]

More than 2,40,000 messages were distributed during the seven matches; 38 % of these were purely ad based, while 27 % represented match related updates.

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