Maiden Group, which has handled billboard advertising for 80 years in the United Kingdom, and Filter UK, a company specializing in the transmitter technology, are installing billboards in Heathrow airport that "beam out text messages to the phones of people walking by to ask them if they would like to watch a video-clip ad on their phone's screen. The commercial, aimed at passengers in Virgin's first-class lounge, touts a new SUV, the Range Rover Sport." It's called Bluecasting.
--WSJ, NewScientist via MIT Advertising Lab
Earlier:
Bluetooth Advertising Stirs Controversy
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