Case Studies: Red Bull proximity marketing campaign distributes mobile coupons via Bluetooth

As a mobile user, I feel that the proximity marketing campaign via bluetooth is a very convenient way for shoppers like me to get a comprehensive information on the current discounts and promotions that are going on in the store. I am always attracted to drinks which are priced more attractively than others. From the marketing point of view, I feel that there are some limitations of measuring this bluetooth campaign. As message is pushed to and redeemed by random users via serial no., it is very difficult to capture which demography is more actively using the coupons. The target audience would not be as precisely established as using a loyalty card as a marketing tool for example.