Coca-Cola May Take Apple’s iBeacons to the World Cup
Apple’s (NASDAQ:AAPL) increasingly widespread iBeacon micro-location technology may soon gain additional exposure on a worldwide level at the upcoming FIFA World Cup in Brazil. According to The Drum, Coca-Cola (NYSE:KO) is currently testing Apple’s iBeacon system as part of a targeted marketing campaign during one of the world’s most widely viewed sporting events.
Coca-Cola Enterprise digital director Simon Miles told The Drum that the beverage giant is “leaning heavily” towards using Apple’s iBeacon system as a way to reach consumers in “difficult, noisy environments” like the World Cup. “We are looking long and hard at iBeacons and what they might bring to market. It’s very interesting. We have some good ideas which will come to market this year around this as there are big opportunities,” he noted.
Apple’s iBeacon technology uses the Bluetooth Low Energy communications standard to send notifications to mobile devices based on their proximity to a transmitter. The Bluetooth-based technology allows the system to more accurately pinpoint a user’s location than GPS can. Although the system can be used for indoor navigation purposes, Coca-Cola is interested in using iBeacons to deliver promotional messages to consumers based on their specific location in and around the World Cup stadium.