Proximity Blue Fuels Brand Awareness for Toyota at the ING Hartford Marathon

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Mobile marketing campaign drives significant entries for Toyota sponsored contest.

Mobile Site, Mobile Contest Registration, Promotional Materials

The marathon represented a diverse audience of both young and old, all of whom are proving to be Internet savvy consumers that rely on their wireless devise for their everyday routines. Toyota is even more aware of how powerful mobile marketing can be as a communication channel.

Proximity Blue, a leading mobile marketing and technology company, recently teamed with the Connecticut Toyota Dealers Association to wirelessly engage residents with their local Toyota dealers.

On October 10, Proximity Blue established a high-visibility presence to help drive awareness for the Toyota brand among thousands of participants, spectators and staffers of the ING Hartford Marathon in the state of Connecticut. Through branded signage, a dedicated street-team, and proximity-based mobile marketing technology, Proximity Blue promoted Toyota's branded $100 Gas Card contest.

Leveraging Proximity Blue's Bluetooth Media Server, mobile users received an image promoting the contest directly on their phones. The street team was equipped with their own mobile devices to enter hopeful contestants who did not have access to their own phones. Additionally, Proximity Blue developed a mobile site that provided the functionality for users to register their information to win the $100 gas card.

According to a recent release from The Nielsen Company, Web visitors using a mobile device increased 34% year-over-year, from 42.5 million mobile Web visitors in July 2008 to 56.9 million in July 2009. Overall, year-over-year growth among the mobile Web audience has been surging upwards.

"The ING Hartford Marathon was the perfect opportunity to show the power of Mobile as a marketing channel," said Boris Tishaev, vice president of Proximity Blue. "The marathon represented a diverse audience of both young and old, all of whom are proving to be Internet savvy consumers that rely on their wireless devise for their everyday routines. Toyota is even more aware of how powerful mobile marketing can be as a communication channel."

The technology and engaging mobile marketing techniques used in this campaign resulted in several hundreds of contest entries and an enormous value in the way of branded awareness for Toyota.

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, 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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Boris Tishaev

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