?Mobile media company Aura Interactive is building a national Bluetooth-enabled network to beam advertiser-funded content free to consumers over their mobile phones in key entertainment, retail and commuter precincts.?
Cinema chain Hoyts is trialling the BlueZone service, and will activate content zones in four cinemas in Sydney and Melbourne from Dec 1, ?giving people the chance to download a mobile phone voucher for a discounted $10 movie ticket that must be redeemed within a week...Film distributor 20th Century Fox is supplying ring tones, interviews and behind-the-scenes footage from its movies for the trial, which will target the core cinema-going audience of 14 to 25-year-olds?.
By March Aura plans to have several hundred BlueZone regions across the country, which will offer localized news and information (probably branded) and various advertisements and promotions. The big pitch for Aura is that the BlueZone is time and location sensitive, so companies can target based on those two categories?they?ll still have to offer value to get people to download the ad/content though.