EC&O Venues has unveiled a digital first for an event venue, with the installation of BlueCasting technology in Earls Court Two for testing prior to a roll-out across the venues.

Provided in partnership with digital agency Filter Worldwide, the system provides organisers and exhibitors with the opportunity to deliver tailored marketing content directly to visitors’ mobile devices (‘phones and PDAs) as they walk around an event.

Kind of Blue: BlueCasting allows tailored podcasts and
casts to be delivered direct to people's mobiles vie Bluetooth

Text, logos, pictures, video and games/interactive content can all be supplied to devices that are Bluetooth-enabled, however the system ensures that no device receives the same content twice, and the recipient is easily able to opt-out of content that is non-relevant or not of immediate interest. Clearly, this challenges the organiser or exhibitor to provide content that is relevant, interesting and fun – but also provides the opportunity to build a one-to-one personal relationship with the visitor in advance of a visit to a stand or to a show ‘feature’.