The U.S. Navy Reserve recently called on Prime Point Media to implement a high-tech approach to recruit new reservists from the ranks of active-duty sailors and officers preparing to leave the Navy at the end of their enlistment. The ads, which are placed on Navy bases across the U.S. including sites in California, Virginia, and Florida, feature the headline "Make a Difference a Few Days at a Time." On selected locations at each base, the phone kiosk ads are augmented with a 2-minute recruitment video delivered to the cell phones of passersby using PrimeCasting, Prime Point Media's Bluetooth technology product.

To date, results from the campaign have been very positive, with an opt-in rate of more than 16.5%.

"Bluetooth technology is an exciting new application for out-of-home advertising," said Prime Point Media CEO Karen Robinson. "PrimeCasting enables advertisers to add an element of excitement and buzz around their outdoor advertising programs. Our application is completely customizable, so advertisers can bring this technology to any market regardless of size."

With PrimeCasting, as people pass near a transmitter with a discoverable Bluetooth-enabled cell phone or PDA, they receive an alert prompting them to download a video. The Navy Reserves recruitment video features testimonials from reservists speaking about their experiences and the benefits of serving in the Reserve. People who opt out or turn off the Bluetooth feature on their device will not receive the file. All downloads are free to the end user and can be shared with other users via the phone's Bluetooth connection.

PrimeCasting adds an exciting new dimension to outdoor advertising by allowing advertisers using PPM's PrimeCasting to offer video clips, MP3 audio tracks, ring tones, games, and JPEGs as well. The net result is a dynamic and "sticky" user experience.

To learn more about PrimeCasting, contact your PPM account executive, or request a proposal.

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