Swisscom announced that it will start testing its interactive marketing Beem platform with Radio Energy this month. Radio Energy is using the technology for the first time for an interactive competition as part of its Energy Air partnership with Swisscom.
The platform which makes classic advertising campaigns interactive for anyone with a smartphone, without the need to install a special app, will be available in partner apps 20 Minuten and Bluewin in October, followed by Blick.ch in early 2020.
Beem helps users make more of the moment – to "see, interact and discover new things". With one click, users who have activated Beem have access to real-world content, such as information, videos, special offers and competitions, direct on their smartphone. The interactive platform can be used by museums, trade fairs, sporting and music events, and advertisers.
For the different applications, Beem transmissions rely on long-established Bluetooth and Audio Content Recognition (ACR) technology. For example, Beem uses Bluetooth to detect objects equipped with Bluetooth transmitters, such as pictures in art exhibitions, or billboards and uses Audio Content Recognition (ACR) to detect audio tracks from TV or cinema commercials. If the user has opted in to use Beem by personally activating it in a Beem-enabled app and also has Beem open, they can receive the signal or audio track on their smartphone. They will then receive an unobtrusive notification of this via the app, and can click the notification to open the information and special offers. Beem could also be transmitted using high-frequency audio signals that are inaudible to the human ear.