From their press release:
The digital marketing industry is growing rapidly and the Smithsonian’s Freer Gallery of Art and Arthur M. Sackler Gallery are taking advantage of its momentum. The museums are launching a marketing campaign using Bluetooth technology for the opening of “Garden and Cosmos: The Royal Paintings of Jodhpur,” Oct. 11 through Jan. 4, 2009, at the Sackler Gallery.
Already a phenomenon in Europe and Asia, and now launching in cities across the United States, this new medium of advertising prompts Bluetooth phone users to opt-in to receive a free downloadable message. Clear Channel Outdoor and Qwikker, the leading providers of location-based mobile content distribution infrastructure, are offering this mode of advertising. Bluetooth-enabled bus shelters, located in Washington, D.C.’s major pedestrian areas, will deploy a silent prompt to mobile users with Bluetooth within a 30-foot radius.
The galleries will be able to target new and younger audiences through this innovative medium of advertising. A message from the Smithsonian will appear on pedestrians’ mobile screens, and those who accept the message will receive a detail of the bus shelter advertisement and a message urging them to visit the featured exhibition, “Garden and Cosmos.” This advertisement magnifies the eyes of a Nath Yogi from the exhibition and gives users the opportunity to use the artwork as wallpaper for their mobile devices.
How cool is that?! Read the Associated Press story about it.