Coca-Cola is testing the viability of Apples iBeacon for use during the 2014 World Cup, as well its wider in-store marketing campaigns, to deliver relevant and tailored messaging.

The company hopes to achieve cut through, both at its major sponsorship events and within noisy retail environments, by delivering push notifications to smartphone users via the low-energy bluetooth devices.

Speaking to The Drum, Coca-Cola Enterprise’s digital director Simon Miles, said: “If you think that we can offer people various different offers and conversations with people depending on how close they are to our fixtures it can really help bring your marketing to life in a new way. What’s interesting is how we can integrate it.”

Apple is rumoured to be rolling out its own iBeacons for use within its stores to deliver marketing messages and information about in-store events and appointments.

MD of Mubaloo in London Sarah Weller explained the tech in detail in a guest column here.