Melbourne Nova offers downloads in tram and bus shelters

The sounds of Hughesy, Kate & Dave can be heard around Melbourne with Nova 100 launching its new Hypertag advertising on selected Adshel tram and bus shelters as part of a targeted outdoor campaign.

Ten specially integrated Adshel Metrolite posters contain infra-red pods with various Nova 100 downloads.

The first time listeners visit the site(s), they can download walking Nova Boy wallpaper. Their next visit gives them a Hughesy, Kate & Dave ringtone, the next a podcast of the Breakfast show and finally, a ringtone will go off automatically on the morning of Friday, 9 June 2006 to remind listeners to listen to Hughesy, Kate and Dave on Nova 100 to win cash.

To get these free downloads, listeners follow the simple instructions on each poster and the image / audio is instantly downloaded to their phone.

Sam Thompson, General Manager Nova 100 told radioinfo: “We wanted a different way to connect with our listeners. Our consumers demand it. Nova 100 is the first in our industry to deliver an interactive outdoor campaign that allows consumers to download a podcast, wallpaper and ringtones”.

Adam Dunne, Director of Sales & Marketing at AURA, pioneer of interactive wireless marketing in Australia comments, “Hypertag technology allows advertisers to engage and interact with consumers in exciting new ways. Innovative brands can now create truly interactive advertising campaigns by combining our technologies with traditionally static out-of-home media like street furniture and posters.”

Hypertags are short-range wireless devices mounted in the advertising posters, which send information to mobile phones via infra-red. By activating the infra-red capabilities on their mobile and pointing it at the Hypertag, passing consumers can download free mobile content and information about the specific advertising campaign such as audio files, animations, m-vouchers, video, ringtones, and games.

The infra-red sites can be found at:
North side of William St (North of Latrobe St) Melbourne
West side of Elizabeth St (Sth of Franklin St) Melbourne
North side of Flinders St (West of Swanston St) Melbourne
West side of Elizabeth St (South of Bourke St) Melbourne
Chadstone Shopping Centre Car Park-1 Chadstone Shopping Centre
West side of Lygon St (South of Cemetery Rd) Carlton
North side of Dandenong Rd (West of The Ave) Prahran
East Side of Punt Rd (North of Swan St) Richmond
North side of Bridge Rd (West of Church St) Richmond
Mount Alexandra Rd Median At Bus Exchange Moonee Ponds