Interactive outdoor advertising employs mobile phone

July 10, 2006 With more than 2.5 billion mobile phones in use and saturation reached in most industrialised countries, there are myriad opportunities opening up for additional usage of existing mobile phone functionality, including the ability for advertising sites such as bus shelters, and poster panels interact directly with customers in their vicinity. One such technology platform is the UK-based Hypertag which works by allowing infra-red or Bluetooth mobile phones and PDAs (such as Palm Pilots or Pocket Pcs) to interact with a small electronic tag embedded in the billboard. When the consumer holds their mobile phone up to the Hypertag, they can download assets related to the promotional opportunity such as ringtones, audio and video clips, wallpapers, Java games, vouchers, tickets, instant win prizes, games, animations and … the possibilities are endless. One area that holds enormous promise is that of events and attractions, where for example, a museum could use the technology to offer additional text, audio or video information about each exhibit. Our favourite application so far was hatched in Australia when United International Pictures (UIP) and media agency Mediaedge:cia, partnered with AURA Interactive, The Global Game, and Adshel to launch an original new interactive game inspired by the highly anticipated film, Mission Impossible III. All players who registered on a dedicated website were required to race about their capital city, searching around various city locations for hidden answers to a series of Mission: Impossible themed clues. The clues were delivered using a combination of SMS messaging and Hypertag technology embedded into Adshel bus shelters and street signage, positioned at various sites across each capital city. Consumers accessing the Hypertags could download ringtones, wallpapers or a business card providing a phone number to SMS for the clue.

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