The Smithsonian’s Freer Gallery of Art and Arthur M. Sackler Gallery are now advertising for their upcoming exhibition “Garden and Cosmos: The Royal Paintings of Jodhpur” using Bluetooth technology.

According to Smithsonian’s website, “… A message from the Smithsonian will appear on pedestrians’ mobile screens, and those who accept the message will receive a detail of the bus shelter advertisement and a message urging them to visit the featured exhibition, “Garden and Cosmos.” This advertisement magnifies the eyes of a Nath Yogi from the exhibition and gives users the opportunity to use the artwork as wallpaper for their mobile devices…”

We believe that Bluetooth marketing is very appropriate for events like this because: First, the targeted audience gets to keep the its details without holding onto flyers.  Second, if the received graphics/multimedia contents are interesting enough, they may be multiplied among friends.  Moreover, when combined with the use of calender events, reminders may be set in the receiving devices, alerting their users of the approaching exhibitions.

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In Stockholm, the largest city and capital of Sweden, Audi has employed Bluetooth to distribute videos of their latest and hottest model, the Audi R8, to devices within proximity.

The poster in the picture informs users to turn on their Bluetooth to receive this content. This is a great example of viral marketing where the brand gets passed on by the targeted users to a larger audience.