JCDecaux Belgium has equipped 50 outdoor adds with Bluetooth and provides advertisers opportunity to leverage mobile phone as part of the campaign. This is done by Bluetalk company, a local Geniem partner . Poster becomes interactive download hotspots that enable users to download campaign related content to their phones. This can be videos, music, apps, coupons, offers, maps, html sites and more.
Downloaded content lives on after the campaign and is very viral. According to studies users show or super distribute the content they get via bluetooth to 5 other friends.
Check out the video of the locations here.