The drinks brand is delivering information and offers to users of Bluetooth-enabled mobiles when they access a dedicated Carling channel on a series of kiosks in the South West.
Users will gain the chance to win tickets to Carling Live gigs in Bristol and London, or a pint of Carling in their local pub. It is thought to be one of the first major uses of Bluetooth, a localised wireless communication, by a big brand in the UK.
Nicola Young, head of direct marketing at Carling, said: "We are excited about the future opportunities that a project like this can deliver.
This will enable us to get instant feedback."
The Carling channel will be featured on 15 iPlus kiosks in Bristol, run by Cityspace, using content from Carlinglive.com.
Chris O'Donnell, head of One-ZeroOne, which is working with Carling on the project, said: "This is the future of consumer interaction with brands.
We've focused on 'destination planning,' where we set up kiosks in locations where people have completed their journey."
OneZeroOne is Poster Publicity's media technology arm.
Filter produced the mobile content and BlueCasting technology. Dowcarter produced web content for Carling Live.