Pepsi has launched the largest Bluetooth marketing campaign in the U.S. The campaign to deliver viral video clips, which went live on April 2nd, runs for two months in outdoor advertising locations consisting of bus shelters in Washington D.C., Los Angeles, Denver and Orange County, and pay phone kiosks in Pittsburgh and Philadelphia.

The participating out of home media networks are CBS Outdoor, CBS/Decaux, Clear Channel Outdoor, and Prime Point Media. Each of these networks has integrated Qwikker’s Bluetooth content distribution technology into their street furniture. Any consumer with a Bluetooth enabled phone is able to download free video clips from a Pepsi Smash advertisement. The viral video clips being distributed are five “Pass The Mic” clips of freestyle hip hop, provided by Yahoo! Music.

In the first week of the Pepsi campaign, opt-in rates to download content were 27% across the network.

Saul Kato, CTO and founder of Qwikker, added, “We’re enabling consumers to respond directly to a brand marketing message on the street and leave with a piece of entertaining digital content, all for free. This is the simplest way for brands to leverage the power of the mobile phone as a rich media channel living right in the pockets of their audiences. Outdoor media locations are transformed into points of instant digital gratification.”