This campaign allowed for multiple interactions with the Navy Reserve message. Ad-wrapped phone kiosks intercepted the target audience throughout their daily routine. The phone kiosks were also equipped with Bluetooth transmitters. These transmitters sent a text message to prospects with Bluetooth-enabled cell phones, inviting them to view a free, two-minute Navy Reserve recruitment video, which they could play immediately or save for later viewing.

Over 30% of the videos were accepted by the Bluetooth users – triple that of any other Bluetooth campaign. The success of the campaign persuaded the Navy to extend the program into the spring of 2007.