Nike in Mainland China have launched a cool "bluetooth" campaign.  Covering Beijing, Shanghai and Guangzhou,  the campaign uses one large billboard in each city. These billboards looks like basic Nike ads but have been rigged to give off a "bluetooth" mobile phone signal. When people approach the billboard they can receive the signal on their mobiles.  After receiving the signal, which begins to function as a stopwatch, the campaign engages people by encouraging them to run (actually RUN) to a designated Nike store.  When people arrive at the Nike store, a second bluetooth signal from within the store stops the "stopwatch" on the person's phone and records their "run time." Every day for 21 days, that store gives away one different pair of running shoes to the person with the fastest "run time"...so simple, so smart...

The campaign is "housed" at this web site link: www.nikezoom.com.cn/local/  and in Chinese is called "狂足快跑".