Bluetooth marketing company Qwikker  has revealed that Pepsi has launched the largest ever Bluetooth marketing campaign in the US. The campaign to deliver viral video clips, which went live on 2 April, runs for two months in outdoor advertising locations consisting of bus shelters in Washington D.C., Los Angeles, Denver and Orange County, and payphone kiosks in Pittsburgh and Philadelphia. Qwikker says the campaign marks a milestone for the interactive marketing industry as the first multi-city, multi-network Bluetooth marketing campaign in the US.
The participating out-of-home media networks are CBS Outdoor, CBS/Decaux, Clear Channel Outdoor, and Prime Point Media. Each of these networks has integrated Qwikkers Bluetooth content distribution technology into their street furniture.  Any consumer with a Bluetooth enabled phone is able to download free video clips from a Pepsi Smash advertisement. The viral video clips being distributed are five Pass The Mic clips of freestyle hip hop, provided by Yahoo! Music.
Qwikker says that Bluetooth marketing is quickly establishing itself as a cost effective and efficient channel to communicate with consumers. In the first week of the Pepsi campaign, opt-in rates to download content were 27% across the network.
Bluetooth delivers a truly interactive user experience says  Karen Robinson, CEO of Prime Point Media. It supercharges a campaign by allowing delivery of brand-driven content to a consumers cell phone, a part of their daily lives. By enabling specific 700,000 phone kiosk locations with Qwikker Bluetooth technology, we can physically target the campaign to maximize contextual relevance, such as point-of-sale support at convenience stores for Pepsi.
Saul Kato, CTO and founder of Qwikker, adds:
Were enabling consumers to respond directly to a brand marketing message on the street and leave with a piece of entertaining digital content, all for free. This is the simplest way for brands to leverage the power of the mobile phone as a rich media channel living right in the pockets of their audiences. Outdoor media locations are transformed into points of instant digital gratification.

What do you think of Bluetooth marketing? Is it acceptable to be hit with a message if you have Bluetooth switched on, or is it the lowest form of mobile spamming to walk past a bus shelter and get a Bluetooth alert on your phone?
Add a comment, join the debate.