At London’s Heathrow Airport Virgin Atlantic terminal Bluetooth transmitters are sending text messages to nearby cell phone users asking them if they want to view a video ad on their cell phone for the new Range Rover Sport SUV. Billboard company Maiden Group and technology company Filter UK have teamed to place transmitters in the airport along with 30 UK train stations. Only cell phone users who have Bluetooth capable phones will receive the text message asking if they want to view the ad. The program seems to have worked. In a two week test, 13,000 out of 87,000 Bluetooth-enabled phone owners opted to view the ad. At 15 percent, that’s a pretty good success rate. The Wall Street Journal has more.
