I found out about an interesting marketing campaign that took place at a recent Def Leppard gig. The advertising company behind it, ( Ace Marketing & Promotions Inc. ) were sending multimedia content from the artist to all attendees, provided they had Bluetooth enabled and set to visible on their phones.

Matt Gaines, SVP Marketing for Ace, said, "We can deploy these campaigns quickly and results are updated throughout the course of the campaign, sponsors love that, real engagement, fans love that they can save the content, Def Leppard loved that it brought their legacy to a new generation -- a win-win-win. Fans adapt well, understand how to use it and they engage it, with no usage cost, no data plan required, a totally free multimedia experience."

I can see how, in the cases of events, multimedia content is a good reason for people to turn on their bluetooth, but for most other mobile marketing campaigns, I would expect it would take more interactive value-added services to get people to participate.. From my experience people tend to overlook the service otherwise.