Abstract: A system, method and a computer program product for performing the method are provided. The system includes a communication device installed in a vehicle, wherein the communication device is configured to receive a wireless network broadcast message including target criteria other than a network identifier, and output the broadcast message to a user if the communication device satisfies the target criteria. The method includes determining a current location of a first mobile communication device, and the first device sending a message containing target criteria associated with a target vehicle over a wireless data network, wherein the target criteria does not include a network identifier. The method further includes broadcasting the message containing the target criteria over a geographically-specific area including the current location of the first mobile communication device, wherein only a second mobile communication device satisfying the target criteria will receive and display the message.