I came across this piece of news this morning, and I must admit I expected this sort of news to have made much bigger headlines. Especially because it involves the name of the giant that is Microsoft, but also because of the impressive numbers.

Microsoft ran a bluetooth proximity marketing campaign over a period of nine weeks (including the Xmas period) in which they distributed multimedia content from five recent Microsoft games, through a mobile application.

Here's the news article itself:

XBox 360 has delivered 1.9m unique downloads to mobile phones via a Bluetooth marketing campaign.

The gaming giant developed a mobile application featuring trailers and wallpapers from five games including Gears Of War 2, Fable 2 and Lips.

The app was distributed over nine weeks over the Christmas period by media communications agency Universal Mccann via Bluetooth agency Bluepod Media's network of 360 sites.

Stephen McGill, head of gaming & entertainment at Microsoft, said the results of the campaign were impressive.

"It was a flawless execution that pushed an incredible amount of Xbox 360 content out to a huge consumer audience," he added.

In January XBox overhauled its mobile site in a bid to tie it more closely with its existing online properties.

That is definitely one of the largest numbers I have heard about in such a campaign, but I also must point out that the article leaves a lot to wonder about, concerning the accuracy and correct interpretation of these numbers. I hope the official press releases, if any come about, will be much clearer. Obviously, if anyone has any extra information to share, do comment or drop me a line..