Melbourne Food and Wine Festival utilise Bluetooth technology to encourage people to use ‘Explorer’ app

MFWF_Explorer_1The Melbourne Food and Wine Festival has launched what it claims is Australia’s first Bluetooth Smart Beacon campaign which sends personalised micro-location based notifications to people who are close by to festival venues and have the Festival ‘Explorer’ App

The campaign, via Ogilvy Melbourne and DT, aims to ensure the public ‘explore’ the various participating venues during the festival with the technology installed in more than 50 cafes, restaurants and wine bars.

The festival says it “is the first time in Australia the technology has been used for a commercial purpose, with the app and execution designed and developed by DT”.

Those who explore the venues have the chance to win exclusive festival experiences, however they are required to do more than just walk past the venue to win, they need to complete challenges which are picked up by the Bluetooth Smart Beacons when they are completed, rewarding the ‘explorer’ with free food and drinks, unique event experiences and festival tickets.

DT strategist Athan Didaskalou said: “The Melbourne Food and Wine Festival is all about getting people to explore the city and its venues as never before.

“To ensure people explore fantastic events during Melbourne Food and Wine Festival we developed this new, cutting-edge promotional campaign. Using the Bluetooth Smart Beacon technology allows people to opt in and participate in new culinary adventures as they wander the city and Festival, and encourages the discovery of venues and opportunities that they otherwise may not become aware of.”`

The app and the beacons are part of a broader strategic approach developed by Ogilvy Melbourne which includes the ‘Discover Something New‘ campaign which launched late last year.

Ogilvy Melbourne ECD Brendon Guthrie said: “This festival is now one of the world’s leading food and wine events, so the expectations of those who attend are very high. Our challenge was to blend good ideas with cutting-edge technology to make sure exploring Melbourne’s festival is a deep, rich and above all, unique experience. 


  • Client: Melbourne Food and Wine Festival
  • Digital Agency: DT Melbourne
  • Client Services Director: Jeremy Smart
  • Senior Producer: Graeme Sneddon
  • Strategist: Athan Didaskalou
  • Mobile development: Adam Kangas
  • Creative agency: Ogilvy Melbourne
  • Senior Account Manager: Mahli Pullen
  • Art Director: Brett Edwards
  • Copywriter: Tim Pashen

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.