Feeds

Bluetooth message saves scousers' livers

Mobile connectivity enrolled in battle against antisocial behaviour

Top three mobile application threats

Hundreds of scousers downloaded an application to calculate how many units of alcohol they had drunk on New Year's eve, from Bluetooth servers supplied by Liverpool trading standards and Merseyside Police.

Unlike previous campaigns, which required those carousing to have Bluetooth devices enabled and receptive, the Liverpool campaign used adverts projected onto walls and buildings around the city centre to encourage drinkers to turn on their Bluetooth connectivity and offered the incentive of a Java application to enable them to keep track of their drinking during the evening.

Automatically tracking the booze someone ingests is still beyond even the most capable mobile phone, so the application instead gets drinkers to select their preferred brand of poison along with the quantity - information it uses to calculate the number of units consumed based on NHS figures.

What proportion of Liverpudlian drinkers saw the application as an easy way to keep score in the race to liver failure we do not know. But punters received an animated GIF suggesting that they might not want to get into a car with someone they hardly know or smash a pint glass into someone's face, targeted at local ladies and gentlemen respectively.

It is hard to measure the success of a project such as this, given that it runs in tandem with the annual efforts of the police and local community to reduce drunken behaviour, but it seems that the marketers are starting to understand how to use Bluetooth to reach out. ®

Combat fraud and increase customer satisfaction

More from The Register

next story
Virgin Media so, so SORRY for turning spam fire-hose on its punters
Hundreds of emails flood inboxes thanks to gaffe
A black box for your SUITCASE: Now your lost luggage can phone home – quite literally
Breakfast in London, lunch in NYC, and your clothes in Peru
AT&T threatens to pull out of FCC wireless auctions over purchase limits
Company wants ability to buy more spectrum space in auction
Turnbull leaves Australia's broadband blackspots in the dark
New Statement of Expectations to NBN Co offers get-out clauses for blackspot builds
Facebook claims 100 MEEELLION active users in India
Who needs China when you've got the next billion in your sights?
Facebook splats in-app chat, whacks brats into crack yakety-yak app
Jibber-jabbering addicts turfed out just as Zuck warned
Google looks to LTE and Wi-Fi to help it lube YouTube tubes
Bandwidth hogger needs tube embiggenment if it's to succeed
prev story

Whitepapers

Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.