The Bilbao City Council once more worked with ivista to incorporate a Proximity Marketing campaign during the annual city festival, Aste Nagusia, as a communication channel with citizens and tourists. The campaign took place between the 13th and 24th of August.

For the fourth consecutive year, Bluetooth technology was available for all citizens and visitors of Bilbao. This year wearable Hypertag Bluetooth transmitters were also used to broaden the campaign. In total, eight Bluetooth transmitters were set up, five in bus shelters in downtown Bilbao, and three wearable versions worn by staff that moved through the festival grounds. Therefore, everybody could download an application that included the programme of the festival, the night bus’s schedule, an interactive map with the concert locations and the lyrics of the festival’s theme song.

ivista also designed the microsite for the mobile campaign where users could see where the Bluetooth units were located, as well as download to their PCs and later to their mobile phones the same content that could be downloaded from the outdoor Bluetooth units. All content was also available for download via a Wap site.