Marketing Technology

Nivea’s Bluetooth-enabled print ad tracks kids at the beach

Nivea Sun Kids promises to protect children?s skin at the beach and now, building off the idea of protection, the brand is giving parents a way to help prevent kids from running off by themselves via a protector strip with a built-in locator and mobile application so parents can track their children.

The protector strip print ad appeared in a recent issue of Brazil magazine Veja. Parents remove the strip, which is embedded with Bluetooth 4.0 technology, from the ad, put it on a child?s wrist and then download the Nivea Protégé app to identify the bracelet and set the maximum distance the child can go. If the limit is exceeded, the app notifies parents and the radar indicate if they are approaching or moving away from the signal.

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