Bluetooth Special Interest Group Heightens Awareness of Bluetooth Wireless Technology at CES
'OPERATION BLUESHOCK' Lays Groundwork for Member Companies Promoting Bluetooth Products
LAS VEGAS, Jan 09, 2004 /PRNewswire via COMTEX/ -- Today and yesterday at the 2004 International Consumer Electronics Show (CES) in Las Vegas, tradeshow attendees were treated to a rare sight -- a marketing stunt that broke through the noisy tradeshow floor and made an impression that viewers are not soon to forget. The Bluetooth Special Interest Group (SIG), along with marketing and events specialist GamePlan Marketing, executed Operation Blueshock, a smart, unique, and cost-effective way for the non-profit trade association to build awareness around Bluetooth, the short-range wireless technology the SIG is charged with promoting to the consumer market in 2004.
Approximately 300 models, adorned in evening attire and sunglasses, spread like a virus (think Thomas Crowne Affair) through the Las Vegas Convention Center's North, South and Central halls on Thursday and Friday, passing out cards to CES attendees along the way. Curious watchers received cards in one of seven different languages bearing one of eight distinct messages. "Simplify your life," "I do not seek, I discover," and "Connect to each other" are just a few examples of the messages presented on the different cards. Different languages were used to represent that Bluetooth wireless technology is a global standard, making its way into over 1000 products around the world shipping at a rate of approximately one million units per week. Late Friday afternoon, the impressive group made one last walk in unison through the halls, saying "Bluetooth" as they passed.
"People sought out our booth and asked questions about Bluetooth specifically because of Operation Blueshock," said Nathan Papadopulos, spokesperson for Logitech. "The SIG's activities at CES this year definitely heightened awareness of Bluetooth wireless technology, which in turn benefits member companies like Logitech."
"The Bluetooth SIG came to us with the challenge of meeting one of its key objectives -- garnering attention for member companies and their products made with Bluetooth wireless technology," said Tim Hayden, president, GamePlan Marketing. "Operation Blueshock was a unique way to compete with the marketing noise at CES, supplementing individual member company efforts, and ultimately meeting this objective."
Operation Blueshock is the kick-off point of the Bluetooth SIG's 2004 marketing and public relations campaign targeted at the consumer. "Consumers are largely still in the dark about Bluetooth wireless technology," said Mike McCamon, executive director of the Bluetooth SIG. "But finally, there are enough products on the shelves, and more to come soon as seen by the many product launches at CES, that we believe 2004 is the year the consumer meets Bluetooth -- and understands why they want it in their lives."
About the Bluetooth SIG, Inc.
Bluetooth(R) wireless technology is revolutionizing the personal connectivity market by providing freedom from wired connections. It is a specification for a small-form factor, low-cost radio solution providing links between mobile computers, mobile phones and other portable handheld devices, and connectivity to the Internet. The Bluetooth Special Interest Group (SIG), comprised of leaders in the telecommunications, computing, and network industries, is driving development of the technology and bringing it to market. The Bluetooth SIG includes promoter group companies Agere, Ericsson, IBM, Intel, Microsoft, Motorola, Nokia and Toshiba, and thousands of Associate and Adopter member companies. The Bluetooth SIG, Inc. headquarters are located in Overland Park, Kansas, U.S.A. For more information please visit www.bluetooth.com .
The Bluetooth word mark and logo are registered trademarks and are owned by the Bluetooth SIG, Inc.
Press Contacts:
Starr Million
Porter Novelli for the Bluetooth SIG
512.241.2237
starr.million@porternovelli.com
Kari Hernandez
Porter Novelli for the Bluetooth SIG
512.241.2236
kari.Hernandez@porternovelli.com
SOURCE Bluetooth SIG, Inc.
Starr Million, +1-512-241-2237, or
starr.million@porternovelli.com , or Kari Hernandez, +1-512-241-2236, or
kari.Hernandez@porternovelli.com , both of Porter Novelli, for Bluetooth SIG,
Inc.
'OPERATION BLUESHOCK' Lays Groundwork for Member Companies Promoting Bluetooth Products
LAS VEGAS, Jan 09, 2004 /PRNewswire via COMTEX/ -- Today and yesterday at the 2004 International Consumer Electronics Show (CES) in Las Vegas, tradeshow attendees were treated to a rare sight -- a marketing stunt that broke through the noisy tradeshow floor and made an impression that viewers are not soon to forget. The Bluetooth Special Interest Group (SIG), along with marketing and events specialist GamePlan Marketing, executed Operation Blueshock, a smart, unique, and cost-effective way for the non-profit trade association to build awareness around Bluetooth, the short-range wireless technology the SIG is charged with promoting to the consumer market in 2004.
Approximately 300 models, adorned in evening attire and sunglasses, spread like a virus (think Thomas Crowne Affair) through the Las Vegas Convention Center's North, South and Central halls on Thursday and Friday, passing out cards to CES attendees along the way. Curious watchers received cards in one of seven different languages bearing one of eight distinct messages. "Simplify your life," "I do not seek, I discover," and "Connect to each other" are just a few examples of the messages presented on the different cards. Different languages were used to represent that Bluetooth wireless technology is a global standard, making its way into over 1000 products around the world shipping at a rate of approximately one million units per week. Late Friday afternoon, the impressive group made one last walk in unison through the halls, saying "Bluetooth" as they passed.
"People sought out our booth and asked questions about Bluetooth specifically because of Operation Blueshock," said Nathan Papadopulos, spokesperson for Logitech. "The SIG's activities at CES this year definitely heightened awareness of Bluetooth wireless technology, which in turn benefits member companies like Logitech."
"The Bluetooth SIG came to us with the challenge of meeting one of its key objectives -- garnering attention for member companies and their products made with Bluetooth wireless technology," said Tim Hayden, president, GamePlan Marketing. "Operation Blueshock was a unique way to compete with the marketing noise at CES, supplementing individual member company efforts, and ultimately meeting this objective."
Operation Blueshock is the kick-off point of the Bluetooth SIG's 2004 marketing and public relations campaign targeted at the consumer. "Consumers are largely still in the dark about Bluetooth wireless technology," said Mike McCamon, executive director of the Bluetooth SIG. "But finally, there are enough products on the shelves, and more to come soon as seen by the many product launches at CES, that we believe 2004 is the year the consumer meets Bluetooth -- and understands why they want it in their lives."
About the Bluetooth SIG, Inc.
Bluetooth(R) wireless technology is revolutionizing the personal connectivity market by providing freedom from wired connections. It is a specification for a small-form factor, low-cost radio solution providing links between mobile computers, mobile phones and other portable handheld devices, and connectivity to the Internet. The Bluetooth Special Interest Group (SIG), comprised of leaders in the telecommunications, computing, and network industries, is driving development of the technology and bringing it to market. The Bluetooth SIG includes promoter group companies Agere, Ericsson, IBM, Intel, Microsoft, Motorola, Nokia and Toshiba, and thousands of Associate and Adopter member companies. The Bluetooth SIG, Inc. headquarters are located in Overland Park, Kansas, U.S.A. For more information please visit www.bluetooth.com .
The Bluetooth word mark and logo are registered trademarks and are owned by the Bluetooth SIG, Inc.
Press Contacts:
Starr Million
Porter Novelli for the Bluetooth SIG
512.241.2237
starr.million@porternovelli.com
Kari Hernandez
Porter Novelli for the Bluetooth SIG
512.241.2236
kari.Hernandez@porternovelli.com
SOURCE Bluetooth SIG, Inc.
Starr Million, +1-512-241-2237, or
starr.million@porternovelli.com , or Kari Hernandez, +1-512-241-2236, or
kari.Hernandez@porternovelli.com , both of Porter Novelli, for Bluetooth SIG,
Inc.
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