Mobile Marketing Campaign Drives Brand Awareness for Toyota's "Great Time to Sign" Program

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Proximity Blue Blends Mobile and Guerilla Marketing to Score Touchdown for Toyota at New York Giants Home Opener

Branded Mobile Web Site, Bluetooth Video Distribution, and Mobile Streaming powered by Proximity Blue

Being able to deliver messages at the time the consumer is interacting with the product - in this case while they are checking out the Toyota vehicles that were on display outside the stadium - creates a high level of brand affinity and awareness.

Proximity Blue, a leading mobile marketing and technology company, recently delivered a successful advertising campaign for Toyota that combined traditional, guerilla, and mobile marketing strategies.

On September 13, Proximity Blue established a high-visibility presence for Toyota amidst thousands of die-hard New York Giants fans attending the NFL team's season opener at Giants Stadium. Through branded signage, a dedicated street-team, and proximity-based mobile marketing technology, Proximity Blue generated buzz and interest for Toyota's "Great Time to Sign" program. The digital and mobile aspects of the campaign included our proprietary Bluetooth Media Server transmitting a video clip of New York Giants' QB Eli Manning discussing the campaign and directing mobile users to Toyota's Web site to learn more about its vehicles, locate a dealer, or request a quote. The campaign also included a custom branded mobile web site which provided more info on the promotion and streamed the video clip by Eli Manning to popular phones such as the iPhone.

"We're reaching users at the height of engagement," said Alex Teplish, president of Proximity Blue. "Being able to deliver messages at the time the consumer is interacting with the product - in this case while they are checking out the Toyota vehicles that were on display outside the stadium - creates a high level of brand affinity and awareness."

The Proximity Blue team engaged with thousands of football fans throughout the 4 hour event. In addition to handing out promotional cards for the Great Time to Sign Campaign on behalf of Toyota, many downloaded the video clip of Eli Manning to their mobile devices, both through Bluetooth and a Branded Mobile site. Ultimately, the location-based marketing campaign delivered a 14 percent increase of people downloading info about Toyota's campaign to their mobile devices including the iPhone and Blackberry.

"Mobile marketing is not just about reaching customers on the go," explained Teplish. "It's about interacting with them when they are most likely engaged with the brand. With the Toyota cars on display and the timely mobile messaging, we were able to pique the interest of thousands of rabid football fans for Toyota during the biggest football game of the year. That's no easy feat."

About Proximity Blue
Proximity Blue is a leading mobile marketing and technology company that wirelessly connects Fortune 1000 advertisers to their customers through a diverse array of interactive solutions. Leveraging Bluetooth and Mobile Web technology, Proximity Blue delivers targeted mobile content to customers at the optimal time of brand engagement. From in-store coupons to real-time information, Proximity Blue has delivered successful location-based mobile campaigns for its customers. With strategic partnerships at various public facilities and shopping centers throughout the Tri-State area, Proximity Blue is generating new revenue and brand awareness opportunities for marketers looking to connect with their customers. More information can be found at http://www.proximityblue.com .

Contact:

http://www.proximityblue.com
888.855.BLUE (2583)
info (at) proximityblue (dot) com

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Alex Teplish

Boris Tishaev
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