Even More Proximity

Last week I wrote about proximity marketing in airports. Now, both Subaru and Burger King are experimenting with a different kind of location-based mobile strategy.

Instead of targeting consumers within a certain location, these campaigns are both designed to help the consumer find the retail location that is closest to them, at the time that they are interested in the brand.

Banner ads were run on various mobile networks. Clicking on them activates a location-based process that determines approximately where the consumer is at that moment (using cellular network towers) and offers the location of the closest retail outlet.

As mobile develops out of infancy, it is interesting to watch the exprimentation of different strategy models. It will be even more interesting to see which ones thrive, and which fall by the wayside.

Full article here.