The promotion was conducted in London around the launch of the band's 'X&Y' album on June 6, and offered mobile owners Coldplay song excerpts, video clips and never-seen before video interviews.
In terms of showcasing mobile marketing potential, having the Coldplay content was "a dream", according to Alasdair Scott, the chief creative officer of Filter, the agency responsible for the implementation.
At EMI-owned record label Parlophone, senior marketing manager Claire O'Brien said it was the "perfect medium to push different types of teaser content to a potentially receptive yet broad audience".
Parlophone approached outdoor media owner Maiden, which set up the download collaboration with Filter.
Ads were created for Maiden's giant Transvision screens at six London mainline train stations, which told passers-by to switch on their phone's BlueTooth receivers to get the free content.
Filter's system detected mobiles within 50-100 metres of the screens and sent the clips and song samples via BlueTooth if they opted in. The promotion also advertised the chance to buy paid-for material via the "Coldshop" Wap site.
The two-week campaign began a week before the album's launch on June 6. Out of more than 87,000 mobiles detected, around 13,000 people opted in and requested the free material, a response rate of nearly 15%. The numbers gathered are being used in the ongoing marketing for the album.
"This is the biggest BlueTooth-based marketing exercise so far, both in terms of unique devices discovered and consumers who opted-in for communications," Scott said.
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