In April 2008, a Spanish shopping mall, L’illa Diagonal, in collaboration with Liniers, a famous Argentinean cartoonist, launched a highly innovative bluetooth marketing campaign. During this event, the shoppers will receive a new comic each week via bluetooth within the shopping mall for a duration of 8 months. In just one week, 38,000 mobile phones were detected and 5,500 had downloaded the content.  This campaign aims to increase the number of loyalty visitors and at the same time, promote the upcoming launch of the comics book. It does not only enhance the shopping experience, but also create a “viral spreading” effect on the move with friends.

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