Above: The soup samples. Next to them on the counter sits a small, white iBeacon. Mobile executive? VB is hosting our 5th annual Mobile Summit on February 23–24 at the scenic Cavallo Point Resort in Sausalito, CA. See if you qualify here. A Swedish marketing experiment involving soup could show the optimal way to employ iBeacons: “physical retargeting.” Glimr, a mobile data management startup that frequently works with publishers, recently launched an iBeacon-based project involving soup for Sweden’s largest newspaper, Aftonbladet. “All the use cases we’ve seen so far [for iBeacons] use a push approach,” Glimr CEO and cofounder Robert Hedberg pointed out to VentureBeat.

http://venturebeat.com/2015/02/06/heres-how-a-soup-experiment-in-sweden-points-the-way-to-a-more-sophisticated-use-of-ibeacons/#