Mobile game firm in poster download initiative

LONDON – Mobile phone entertainment company Mforma is marketing its driving game 'Gumball 3000' using demo versions that can be downloaded inside Stansted Airport using Hypertag technology.

Mforma has taken out a JCDecaux six-sheet poster in the airport telling visitors they can try the free demo. It can be downloaded to their phone from a wireless device called a Hypertag located in the poster, if they activate their phone's infra-red or Bluetooth connection.

If they like the demo they can then buy the full version of the game via their phone.

Rachael Harker, co-founder of Hypertag, said: "The airport environment is a hugely desirable opportunity for mobile content distribution and we believe that this campaign will really demonstrate the applicability of Hypertags in this competitive area."

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