Nokia gives away free music downloads via the JCDecaux Bluetooth Network. The campaign is run by Bluetalk, Geniem local partner in Belgium. The campaign is good showcase how bluetooth content distribution fits with the media mix in powerfull way.
Users that activate their Bluetooth are simply asked if they accept the message from Nokia, and then the song is donwloaded on the background. More and more brands are becoming aware the powerfull reach of Bluetooth, especially in the 16-34 year old target segment.
Check out the video of the campaign in action from: http://www.youtube.com/watch?v=hCi3iHeK4zg