London gets interactive posters

Transport for London has launched the posters as part of its Safer Travel at Night campaign.

Rachel Harker, sales and marketing director at Hypertag, said: "By using Hypertags to beam the number directly to people's phones, this campaign makes finding safe travel information and taxis quick, easy and memorable."

A user can activates the infra-red on their phone, hold it up to the Hypertag and receive content such as vouchers, business cards, ringtones or games.

Since Hypertags are infra-red they do not rely on mobile phone networks to function, meaning they can be deployed in areas such as underground stations.

The poster sites for the campaign are being supplied by Viacom Outdoor.

In addition, the campaign also encompasses a TV advert and a poster campaign on London Underground and bus shelters.

Hypertag has already worked on interactive poster campaigns with brands such as Procter and Gamble, O2 and HP.