Fashion brand New Look has launched an interactive outdoor campaign in the UK which allows users to get mobile vouchers through “hypertagged” billboards. 96 bus shelters nationwide are powered with bluetooth technology provided by Hypertag. Revolution Magazine reports customers were also invited to become part of the New Look window display by having their photo taken through the store window, and pressing a button to display their face on the mannequin for 15 seconds.
Another Bluetooth marketing campaign using Hypertag technology. This time it comes from the UK, where bookshop chain Waterstone’s has partnered with Macmillan Children’s books to promote the upcoming title All American Girl: ready or not. New Media Age (sub. req.) explains Hypertag’s technology is now placed in shop windows and offers the chance to win Waterstone’s vouchers, free copies of the book and mobile screen savers. This an incredibly smart idea, because it gives brands the possibility to interact with the prospect when he/she is actually interested in a product. If you spend a few seconds in front of a shop window, most of the times it means you’re interested in its content, so you’re going to be more likely to ask (pull) further information about the products.
Coca-Cola is targeting the youth segment in Australia with an outdoor advertising campaign using the “hypertag” technology. The ads promoting Coke with Lime allow teenagers (ehm… anyone…) walking in the streets of Sydney to download ringtones and pictures to their mobile phones from the billboard using Bluetooth or infrared. The agency behind this campaign is Singleton Ogilvy & Mather.
An old form of advertising (outdoor) is starting to take advantage of an new communication medium (the mobile phone). Love is in the air between street posters and cellular phones, giving a new meaning to the word interactivity. Netimperative talks about Hypertag and its recent marketing campaigns in London. The company that installs interactive devices on posters which allow passers-by to download information onto their handsets, is currently running a campaign for Transport for London.
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