Mobile users passing by one of two HSBC's London branches may receive an ad on their device from the bank, reports BusinessWeek.
The ads are delivered using boxes in the bank that recognize when a Bluetooth-enabled device is within range. The boxes send a message asking users whether they'd like to receive a promotional message.

The boxes remember devices they've already queried, so the same person walking past the bank multiple times isn't bombarded with ads.

While the test won't be formally evaluated until the end of this week, initial feedback is free from complaints or other negative comments. If successful, the trial will be expanded to other HSBC branches.