Patent ID: 8644842

Claim:
A method comprising: causing, at least in part, detection of a proximity between a participant's mobile device and a viewer's mobile device, wherein an identifier of the participant's mobile device and biometric data that describes the participant have been made publicly available, the participant is registered with a promotional service, and the promotional service is independent from the participant and the viewer; obtaining the biometric data in response to detecting the proximity between the participant's mobile device and the viewer's mobile device; causing, at least in part, determination, by the viewer's mobile device, of a match between the biometric data of the participant and an image captured by a sensor of the viewer's mobile device when in the proximity; in response to the determination of the match, causing, at least in part, alteration, by the viewer's mobile device, of the captured image by superimposing thereinto an advertisement that is associated with the participant by the promotional service; and causing, at least in part, presentation, at the viewer's mobile device, of the captured image superimposed with the advertisement.