I found this article a couple of days ago that reports on a couple of bluetooth billboards. I always post every interesting / fun / cool mobile marketing or proximity marketing campaign I come across, so I had to share this with you all.

Also, in case you haven't come across this blog, there's plenty of interesting articles on there (not all relevant to mobile marketing, but still... )

Schiesser Bluetooth Billboard:

First is the ‘Mystery’ billboard by underwear company Shiesser. The billboard features a sketched silhouette of a woman with the line “The prettiest things are hidden from view“.

Then when you activate your Bluetooth you get sent the Schiesser Showroom Application which displays a catalogue of models in lingerie, thus filling out the silhouette. Agency: Mindmatics

Big Brother Bluetooth Billboard:

Next is the Big Brother campaign in Australia to promote the launch of the new series on TV. Bluetooth transmitters were installed into 20 high footfall bus shelters around town. Two messages were sent to people nearby (as a .txt file).

The first message is targeted for the location, with something along the lines of “Im watching u. Ur at the (customised current location)”. The second message is received 30-40 seconds later with the big reveal, saying “Big Brother is back. 7 PM weeknights on TEN”.

The campaigns theme is based around the Big Brother slogan “Big Brother is watching” hence the stalker style message. Agency: Marketforce

The rest of the article contains some very interesting views about whether this type of bluetooth marketing, or proximity marketing in general is "Innovative or Intrusive?". If you are interested I recommend you head on over for the rest of it..