Pepsi has launched a Bluetooth marketing effort in 120 transit shelters across Los Angeles, Washington, New York, Pittsburgh and Denver which pings turned-on Bluetooth devices with the offer of a free music video, reports USA Today. “If the user accepts, the bus shelter poster lights up and video is sent. In New York, the video opens with Yankees outfielder Johnny Damon, who introduces three local singers. The ad closes with the address for a related website: pepsismash.com.” This is likely to come up against the same complaints of Bluespamming, and questions of why the transit poster can’t get people to initiate the contact. It’s unlikely to get much of a backlash while it’s still a novelty, but as soon as it becomes common people may start to complain.
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