In the US, a Bluetooth proximity marketing campaign had been deployed to promote a major motion picture release.

According to Marketwatch, “In just 4 weeks, we deployed in theatres across the country and interacted with over 100,000 mobile devices… The campaign distributed “voicetones” from the movie – 5-15 second audio clips that can be saved and used by consumers for alerts or ringtones – video clips and a calendar reminder that went off the day before the release date. Bluetooth hotspots were in place three weeks prior to the release date and showed steady uptake increases as the movie’s buzz increased…”

Click here for the full story from Reuters.