San Miguel sends 170 trucks with Bluetooth devices to give out their jingle

The beer producer San Miguel, has launched a strong campaign using Bluetooth technology. This campaign will be used to distribute the well known San Fermin jingle, that is being used by San Miguel in their promotional campaign. The project consists of the installation of a device network in 170 distribution trucks of San Miguel Beer, this allows sending audio content to cell phone users with integrated Bluetooth that are in a radio of 35 metres of distance from the truck.

The Bluetooth device installed in each truck, looks for a signal to detect cell phones with activated bluetooth. Once it detects the signal, it automatically sends a message asking for permission to download the audio content. If the cell phone user accepts, it downloads the content, if he declines it, then the downloading does not take place and he will not be asked again.

The procedure is free of charge for users that accept the audio content offer.

SITmobile, specializes in text messages, and has created the project technology structure. SITmobile will be in charge of installing and managing alll Bluetooth devices in the San Miguel Beer trucks. The campaign wil take place in the northern part of Spain. It began June 15th and it will continue until July 15th.

According to the beer company, this campaign is the first to take place in the marketing world. It is the first time that a such a project takes place with Bluetooth technology and that it covers such a extense area (half the territory of Northern Spain). It will also use a large number of Bluetooth devices (170 trucks with bluetooth devices installed in each one) and it is expected to generate over 500.000 downloads.

Other brands are also interested in mobile marketing. Movistar, has began a pilot project in Madrid to test sending publicity by means of Bluetooth technology. Telefónica shops, shopping centers and areas with high traffice, such as the Ciudad Universitaria or Gran Vía. Microsoft has also tried it at the Barajas International Airport and also in several centric areas in Madrid and Barcelona. Coca Cola has done it from Smart cars, Nike, El Corte Inglés, Nestlé and Ikea are also followers.

Web Page: Marketingnews.es

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Brand Rejuvenation

Mixta, one of Mahou brands, comes out in the market with a new image. Fresher, younger and more dynamic. One of the most noticable changes is the yellow color that takes charge, making emphasis on one of the most important ingredients in the elaboration of this beer, lemon.

A strong X that overlaps the yellow color label representing the lemon taste used in its elaboration; the red color, the traditional Mahou group symbol, this i show this beer came out in the market with an image that is, fresher, younger and more dynamic.

Rebranding is one of the many strategies that Mahou uses each season to get more attention from customers. But in this case, its Mixta beer who took charge by changing its logo, its container and label.

Reinforcement campaign

The group potentiated the change of image by means of a communication campaign developed by Vinizius Young & Rubicam, with MPG as media planning.

This tv spot was recorded in Barcelona with the participation of over 20 actors, under the name “Mixta, the Mahou Shandy, refreshing lemon taste. Enjoy it with your friends”, and with the tune, “¿Why not be friends?, by Hombres G”, as strong elements to record on consumers minds.

Always innovative

The Mahou-San Miguel Group, to which Mixta belongs to among the non-alcohol drinks, takes a first place each season with its different creative proposals.

Besides the changes made to Mixta, another campaign will take place using Bluetooth technology and honoring the San Fermín traditional festivities. 170 beer distribution trucks will send messages to any cell phone with activated bluetooth allowing them to download for free, the San Miguel Beer add campaign tune.

The campaign will take place in a territory that covers half Northern Spain, beginning June 15th, and lasting until July 15th, coinciding with the San Fermin festivities.

San Miguel and SITmobile are the first to carry out a project this big using Bluetooth technology.

Web Page: Infobae.es

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Spanish companies carry out the largest Bluetooth campaign in the world.

Original, innovative and unique in the Spanish market. This is how the new San Miguel Beer campaign is being called. San Miguel Beer will use Bluetooth techonolgy for its publicity campaign.

Honoring the San Fermín festivities, 170 beer distribution trucks will take their tv add tune wherever they go.

Cell phone users with integrated bluetooth that come across a San Miguel Beer truck, will be able to download the tune for free.

SITmobile, hotplayer in text messages, has design the technology structure of the project.

Web Page: Interactiva

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Spanish companies launch the largest Bluetooth campaign in the world

Original, innovative and unique in the Spanish market. This is how the new San Miguel Beer campaign may be called. Honoring San Fermín Festivities, 170 beer distribuion trucks will bring happiness everywhere they go. Cell phone users that get close to these trucks, will be able to download for free the San Fermin tune vía Bluetooth San Miguel Beer has the song constantly playing in their televisión add. SITmobile, hotplayer in text messages, has designed the project structure and will be in charge of the installation of all bluetooth devices in the trucks. The campaign will take place in the North of Spain, beginning next June 15th until July 15th, coinciding with San Fermin Festivities.

Web Page: Cibersur

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San Miguel will launch, this summer, the largest bluetooth campaign ever with the help of Sit Mobile. About 200 beer distribution trucks will be sending, via bluetooth, promotional SMS to cell phones with a radio of 35 mts. of distance.

Web Page: Expansion

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