Coke runs “hypertagged” outdoor campaign

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.