Interactive Billboards To Deliver Video To Mobiles
Interactive billboards first used by Viacom Outdoor on the London Underground have been given a boost by technology firm Hypertag, equipping them with bluetooth technology to deliver music, games and video to the mobile phones of passers by.
The new technology improves on the posters’ previous infra-red technology and enables much richer content to be delivered as a result. According to Hypertag, the new billboards will allow advertisers to engage with customers much more completely, with the possibility to send vouchers, business cards, ringtones and games offering a greater variety of content than compared with previous versions.
Hypertag plans to launch the new technology with a campaign in the offices of media agencies, partnering with advertising agency Archibald Ingall Stretton, the company plans to target advertising executives with posters in their offices and lobbies. The posters will ask viewers to guess whether an image displayed is an “arse or an elbow” or, with a different picture, a boy or a girl.
In order to find out the answer, viewers will be instructed to use their mobile phone’s bluetooth function and video, picture or text response with the answer and a competition entry code for use on the Hypertag website.
Commenting on the promotion, Rachel Harker, co-founder of Hypertag, said: “Hypertag’s infra-red product has made a real impact on the poster advertising world, with some high profile brand campaigns and partnerships with established outdoor media owners.”
She added: “The launch of the Bluetooth product adds another string to our bow and underlines the fact that it is the experience and not the technology that defines what we do.”
The move follows Hypertag’s first deal with Viacom Outdoor earlier this year, which saw the outdoor contractor claim a marketing first with the launch of interactive billboards on the London Underground. The special billboards employed Hypertag’s infra-red billboard technology and were used by Proctor & Gamble’s beauty brand Aussie haircare to give viewers a ‘lucky number’ to win a holiday to Australia (see Viacom Outdoor Targets Mobile Users On The Underground).
Hypertag: 01223 763710 www.hypertag.com
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