NNike has been the first brand in the world to use the Hypertag Bluetooth system in an outdoor billboard.

The billboard was installed in plaza Cataluña for a month creating a wide “Bluetooth Nike” area. The system was used as part of the launch of the new T-shirts NIKEPRO campaign, represented by the Spanish tennis player Rafa Nadal. Using the Bluetooth system bystanders could download free content to their mobile phones.

Nike chose one of the most popular squares in Barcelona to advertise the launch of the new T-shirts. The goal was to find a stunning new mobile marketing tool to reach the public. Bystanders had the option to receive a 30 seconds video with the TV’s ad campaign, starred by several international athletes promoting the new T-shirts. In addition, people who could not receive the video got a photo of the Spanish tennis player Rafa Nadal.