In achieving this requirement, Fantastic Media was presented with a number of challenges. Firstly to ensure that the Mill Live campaign started and finished on time in all 20 Scottish stores stretching the length and breadth of Scotland simultaneously, and also to ensure that the free content was only made available to shoppers over the age of 18, and only after opting in to receiving it. To do this Fantastic Media delivered and installed 20 BlueBroadcaster I-sender units that included our new java opt in server software into all 20 Tesco stores from Ayr to Inverness.
Fantastic also had to ensure 20 iSender units had internet access through our own network and ensured that all 20 stores Bluetooth Marketing campaigns were available to manage online through the new BlueBroadcaster web interface. Fantastic Media also created a branded Mill Live java application that once presented required Tesco shoppers to confirm that they were over 18 years of age before being presented with the option to accept or decline the free music download.
The combination of the iSender units and the java application ensured that the Mill Live Bluetooth marketing requirements were presented to the customer in exactly the way they required. After the customer confirmed that they were over 18, the Mill Live application then presented them with an option to receive a free music download from a new up and coming Scottish band that they could either choose to accept or decline, if accepted, the BlueBroadcaster java application then sent the shopper the free music content to their mobile.