Mobile Proximity Marketing Introduced In Liverpool

A recent marketing ploy by the city of Liverpool has seen Bluetooth Beacons, geo-fencing and NFC technology be introduced in the area in a bid to expand upon visitors’ experiences of events across the city, Mobile Marketing Magazine reports.

As a previous European City of Culture, Liverpool has a rich array of arts and cultural events taking place at all times. The new I’m@app allows users to receive up-to-date information on what is taking place, as well as an interactive library of videos and various other pieces of content related to what events and exhibitions are currently on.

When the app was launched, it received around 3,000 downloads overnight. QR code enabled posters can be found around the city, with users of the app able to scan them and receive relevant information related to galleries and museums in the city. A number of venues and events are taking part in the scheme, including the International Festival of Business, National Museums Liverpool, the Liverpool Biennial and Liverpool Vision.

The scheme, known as the Beacon Project, was developed in association with Purple Seven and Proxama. Edwina Dunn, an investor and director of Purple Seven, noted that the scheme was a bid to “provide a simple and intuitive way” for visitors to “breathe new life into the arts and entertainments industry.” The scheme has not only generated “a wealth of great content” but combined it with “cutting edge technology.”

Miles Quitmann, the CCO of Proxama, noted that “Liverpool attracts thousands of visitors each year, and events such as the ones at the IFB present a great opportunity to showcase what is possible when the power of mobile proximity engagement is deployed properly.”