Intera shows off Bluetooth marketing with Hard Rock Cafe SF.
Proximity marketing is the next way that advertisers will get you. If you”re walking at the Pier 39 tourist attraction in San Francisco, you may feel a beep on your cell phone. That”s Intera Group”s proximity marketing, sending you a message to redeem a coupon at the nearby Hard Rock Cafe and store.

Over the past seven months, Intera and the pier”s Hard Rock Cafe have sent 100,000 messages to consumers walking by with their cell phones in the ‘discoverable’ Bluetooth mode. The Hard Rock sends promotions that are immediately redeemable at the restaurant or store. Bob Boemer, head of sales and marketing for the local Hard Rock, said in a statement that the results have been outstanding.

Pleasanton, Calif.-based Intera Group is a 20-year-old company that operates several thousand pay phones around the country.