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March 22, 2010
 

Burger King Bluetooth Campaign

Burgerking

JCDecauxAirport teamed up with Burger King to conduct a proximity marketing trial campaign at London Luton Airport. This was part of an ongoing JCDecaux Airport project to develop this Bluetooth technology for use in outdoor advertising. This campaign allowed the opportunity for airport visitors to receive 15% off their Burger King meals at the airport. By activating their Bluetooth and accepting an invitation from the fast food outlet, passengers could then enjoy this discount within the campaign dates. Starting on the 17th of December and finishing on the 16th of January this campaign saw a massive response in the airport. The Burger King Voucher has been downloaded by 2,265 passengers from just one 6 sheet (site 660) - approximately 75 downloads a day, proving that the airport can easily outperform other outdoor environments.

Comments (6)

Mar 25, 2010
Michael K said...
What sort of technology is behind this display? Would be interested to find out. If Bluetooth is not on, then no coupon correct?
Mar 25, 2010
JCDecaux Airport said...
Hi Michael, thanks for your comment. The Burger King installation was run on our partners bespoke bluetooth system and is capable of providing the user with anything from a ringtone to a WAPlink. In this case Burger King required a coupon to be issued which can only be done while the Bluetooth is active. If you have any more questions please feel free to ask!
Apr 12, 2010
ollieb said...
I am very interested to learn what the uptake was from this campaign. From the 2,265 coupons that were download, how many of the downloads were unique and how many people actually went to the counter and redeemed this voucher?
Apr 12, 2010
JCDecaux Airport said...
Hi oillieb, of the 2265 downloads 1941 were unique users, I am unable to quote exact figures but the client did see the coupons being redeemed in the restaurant. If you have any other questions please feel free to get in touch again.
Jul 11, 2010
Michael K said...
Hi JcD. Your response was that "In the case of Burger King required a coupon to be issued which could only be done while the bluetooth was active" What do you mean exactly? You mean that the message was downloaded on the phone? No way that this was printed.

Because in an airport, especially if you are airside or even landside, most likely you are going to go there either because you will travel or because you will drop someone. It is not like you are going to be in an airport everyday - print the coupon and then go back to redeem it. So the question is how does the redemption take place?

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