I got bluetooth updating to work (sometimes), but the timing is very tricky with the reset button. You need to be able to run avrdude in a command line so you can release the reset button at the same time you hit return (and even then it may not work).
You also need to be sure the bluetooth module is set to communicate at the same baud rate the boot loader uses, and that avrdude is also using that same baud rate. Down near the bottom of this web page is my success story using an ITead bluetooth module:
http://home.comcast.net/~tomhorsley/hardware/arduino/ITead.html