OLALLA CERNUDA

Pamplona residents, have been signing the festivity song for ages. But, this year the song has been adapted to modern technology. Durning the summer, cell phone users will be able to download the song to their mobile phones. How?, very easy, by being close to one of the 199 San Miguel Beer trucks, which, besides distributing beer, will distribute the song.

How? Anyone with bluetooth technology in their cell phone, will be able to download the song, for free. Bluetooth devices have been installed in 199 beer distribution trucks, this allows sending the song to cell phonbe users that get as close to the the truck, as a radio of 10mts. The way it works, is that the Bluetooth device installed in each truck searches for cell phones with activated bluetooth. When the device detects a cell phone with bluetooth, automatically asks for permission to accept the audio content. If the user accepts, then he downloads the file with the song. In the case that the cell phone user is not interested in downloading the song, then the downloading does not take place, and the system will not ask for permission again.

SITmobile has equipped 199 distribution trucks with Bluetooth devices and the song. This task has not been an easy one.

SITmobile had to adapt Bluetooth devices to high temperaturas, since the installation goes in the trucks glove compartment. This compartment is usually exposed to very high temperatures. They also had to manufacture an adaptor to get electricty from the trucks lighter output … «A very complicated job. We had people cutting cords and wrapping devices with thermic tape, etc. for 10 days.

It took four kilometers of tape, 1,5 kilometers of cord, 30 square metres of expanded polyethylene, 9.000 screws, 14.000 mobile devices, 200 integrated circuits, 200 car lighter adaptors and 200 sealed bags.

Each truck had a device installed and each device was associated to the trucks licence plate, so they could be monitorized. www.sanmiguel.es

Web Page: El Mundo

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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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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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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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The campaign, has centered in Northern Spain, starting June 15th thru July 15th, coinciding with the San Fermin festivities.
The project consists on the instalation of bluetooth devices in each San Miguel Beer distribution truck. This will allow each distribution truck to send the audio content to cell phone users with integrated Bluetooth technology that are located within a radio of 35 metres of distance from the truck.
Each Bluetooth device, will search for a signal from cell phones that have their bluetooth activated. At the time the device detects a reception, it automatically sends a message to the cell phone user asking for permission to download the audio content. If the user accepts, he downloads the song for free. If he rejects the message, then he will not receive the content and will not be asked again for permission.

San Miguel Beer and SITmobile are together in this. It’s the first time that project of this magnitude using bluetooth devices, takes place.

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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The project consists of the installation on a network of devices on each San Miguel truck, allowing the sending of audio content to cell phone users with integrated Bluetooth, that are available in a radio of 35 metres from the truck. Each Bluetooth device looks for cell phones with activated bluetooth, once it finds it, it asks permission to send the audio content. If this is approved, then the cell phone user can download the song for free. If the user is not interested, then the downloading does not take place and the cell phone user is not asked again.

This is the first time ever, that a project like this takes, and SitMobile has made it possible. Also, we must bear in mind, that the extensión of land where this will take place is huge (half of the north of Spain), reason why the will need a high number of Bluetooth devices (170 trucks with installed devices) able to send over 500.000 downloads.

San Miguel has been part of the Mahou-San Miguel Group, number one in Spain. They produce over 11,5 million hectolitres within their factories in Lleida, Málaga, Burgos, Alovera (Guadalajara) and Tenerife.

Its goal is to be the best Beer Group, expanding locally and internationally. During 2006, Mahou-San Miguel, with 2.073 employees, invested 61,4 million euros.

During the same period, it generated 929,8 million euros. It’s EBITDA was over 253,3 million and its revenues reached the 191,1 million.

Web Page: Expansion

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