To launch Big Brother 2008 on Network TEN Australia, they devised an idea using Bluetooth messaging that engaged a young tech-savvy audience via their mobile phones. They installed Bluetooth transmitters in over twenty high-traffic bus shelters around town. The transmitters automatically sent two anonymous text messages to anyone standing within range. The first message was tailored specifically to each location, whilst the second (sent 30-40 seconds later) was the reveal.
Agency: Marketforce Perth, Australia.