• CMO.com, Thursday, October 16, 2014 1:15 PM

Arts Centre Melbourne is trialling beacon technology during the Melbourne Festival to alert visitors to food and beverage offers from its venue. With a flock of visitors coming to the centre during the festival, which runs until 26 October, the marketing team found an opportunity to see how the technology could be used to promote its cafés and bars, ultimately driving sales. Using iProximity’s iBeacon, visitors download coupons from their iOS or Android phone, where it is stored in their Passbook or the equivalent app in Android. When visitors walk near a café or bar, the beacon triggers the coupon to pop up on their screen, asking if they want to redeem it.

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