The activity, known as ‘Proximity Marketing’, will be run in conjunction with Hypertag, a provider of proximity solutions. Hypertag has installed Bluetooth tags in the six T-Mobile stores, which send out invites to pick up a free gift and promotional offers to customers’ Bluetooth-enabled phones as they pass the store. Graphics in the shop windows also prompt customers to turn on their Bluetooth to receive the offers, which cost nothing to receive.

Once in-store, customers will receive additional information on what their gift actually is or further details on the promotions via Bluetooth.

ROK Promoter enables advertisers to build, deploy and monitor Bluetooth proximity-marketing mobile video campaigns themselves, via an easy-to-use web interface, without the need for third-party agency involvement.

‘The power of opt-in, one-to-one marketing, through mobile phones and, in particular, being able to reach customers at that crucial point where buying decisions are being made, is becoming ever-more important and valuable to advertisers’ said Laurence Alexander, Group CEO of ROK ‘so we set out to make the process of creating, delivering and monitoring such campaigns as easy as possible for advertisers.’

‘Until now, Bluetooth marketing has been something of a black art with a number of specialist companies providing a range of services for advertisers’ added Alexander ‘whereas now, with ROK Promoter, we put the advertiser in control.’

ROK Promoter converts video and images to the appropriate size to fit different cell phone models and screen sizes. It manages multiple Bluetooth transmitters in multiple locations while providing live audience-impact statistics and summary charts to monitor results. ROK Promoter is available to license on a weekly, monthly or long-term basis.