Big Brother is watching you

Dear readers, I wonder if Bluetooth application is the new de rigeur in the advertising world? After the exciting use of that technology in China, today I found another campaign who is doing Bluetooth technology too, but this time, it is to launch the Big Brither 2008 reality tv in Australia. They installed Bluetooth transmitters in over 20 high-traffic bus shelters around the town which then will automatically send 2 anonymous SMS to anyone standing within the range. The first message is tailored following each location and the second message (sent 30-40 seconds later) is to reveal. Funnily, I have always felt that we are turning into a Big Brother society, with all of the CCTV and new speak, but this campaign really hits the heart of my paranoid concern!