Mercedes-Benz wanted to leverage mobile technology at the 2010 Auto Expo, which attracts over 200,000 visitors, to promote their brand. They created a "BluFi zone" at their stall that allowed visitors to access customized content and details about car models on their phones by turning on Bluetooth. Over 60,000 engagements and 18,000 unique users utilized the application, providing great visibility for Mercedes-Benz and showcasing an innovative promotional approach that delivered a superior return on investment.