A new film? was being laucnhed in the US (can’t remember the name I’m afraid) but to promote the film, there were men in full costume including red veils, wearing TV sets, handing out flyers and telling passers by about the film. They were stationed outside Grand Central Terminal in New York, and were pretty effective at asking passers-by if they’d like to turn on their phone’s Bluetooth feature in order to receive a ‘free video download’.

Innocent passers by were asked (or rather forewarned of the impending Bluetooth spam) and if they wanted to receive it they were helped to do so. Maybe the lesson is that ‘consumers’ just feel left out in the cold if they receive unsolicited Bluetooth spam, (especailly in airport checkin) and that it can have a place if part of a more honest ‘authentic’ campaign where you are helped to become, and to want to become ‘discoverable’, where you feel part of the performance.