Under the deal, Hypertag’s new embedded Bluetooth and infra-red units will be installed in Boomerang’s pick up points (racks) in bars and cinemas in London.
Hypertags are short-range wireless tags used on out-of-home advertising such as outdoor posters, fitted in retail environments and worn by field marketers. Using mobile phone technologies such as infra-red and Bluetooth, they enable advertisers to beam interactive content to people’s mobile phones. A user activates the infra-red or Bluetooth on their phone, holds it up to the Hypertag and receives content such as vouchers, business cards, ringtones or games.
The firms say the new installations mark the largest ever deployment of fixed Bluetooth and infra-red advertising units in the UK. The trial sites are exclusive to London, but, if successful, will be rolled out nationwide in 2007.
Rachel Harker, co-founder of Hypertag, said, Londoners are going to get used to seeing Hypertag opportunities in bars, cinemas across town. Once it becomes a normal part of their daily lives, it’s something that people will increasingly turn to for more interesting promotions or advertising opportunities.
