Philadelphia's first-ever Bluecasting advertising initiative is joint effort of TH Properties (THP), a privately held homebuilder in the Delaware Valley, and out-of-home advertising company Titan Worldwide.

In a month-long campaign for THP set in Philadelphia's popular Suburban Station, some of Titan Worldwide's 76 poster panels there have been equipped with Bluetooth technology, becoming interactive, writes MediaBuyerPlanner. This marks only the third time in the United States, and the first time in Pennsylvania, that Bluecasting - or broadcasting via Bluetooth-enabled devices - has been implemented to capture consumer attention, according to the companies. Bluecasting is more widely used in the U.K. and Canada.

Those who have a Bluetooth-enabled mobile phone, PDA or laptop and come within 150 feet of the specially marked posters will receive a text message inviting them to download a 30-second video clip.

Passersby who accept the invitation will receive an audio/video account of THP and its philanthropic work to "build a better world"; the clip can be viewed, saved and shared.