The Condé Nast technology title appointed Ogilvy to create the mobile campaign whereby a text, dubbed a ‘safe text’ disappears to reveal the anniversary issue cover of Wired.
The texts work on any mobile and, after registering, users can send up to 10 free "safe texts" per day.
The outdoor, print and other digital elements of the campaign are created by Hurrell Moseley Dawson & Grimmer, the agency behind the magazine's original launch campaign.
The tagline for the campaign's safe texts 'The future can be erased' is created by Hurrell Mosely Dawson & Grimmer and the agency's digital outdoor creative reveals the line 'The future is under construction' which appears for 20 seconds.
The digital outdoor campaign for the May birthday issue will incorporate giant Transvision screens and digital LCD six-sheets at 16 national mainline stations, including nine in London, and runs from April 6th.
The anniversary issue is out today and is also supported by ads (up from today) on the Premier Ocean sites at Holland Park Roundabout, the Two Towers site on the A4, and Eat Street, the new digital site that can carry animation at London's Westfield.
Online anniversary activity will include a Wired digital sampler distributed via the Condé Nast sites, as well as via an email and online campaign, giving a taster of the May issue and a selection of the highlights from Wired during the launch year.
There is also an online ad campaign using the creative 'The Future is just a click away'.
The outdoor activity will be replicated to support the June, September and December issues of Wired.
M2M handled the media planning and buying for the campaign.
Wired had a target circulation of 50,000 at its launch and, after a full year of publishing, looks on course to reach this figure, falling just short with its debut ABC circulation released in February of 48,275 (including 10,000 bulk copies).