Digital choice: CNN

To promote its new mobile-internet site, CNN selected Hypertag to run a campaign comprising Bluetooth-enabled posters at London City Airport - a perfect way to target high-value, tech-savvy consumers waiting for their plane in the rather impersonal departure lounge.

While the posters do a good enough job, the 'education' element, which always hitches a lift with these sorts of communications, is clear, concise and does not detract from the message. 'Breaking news on your mobile' is a compelling proposition. It also seems a strategic no-brainer to use one mobile service to promote another. The posters enable passing consumers to access the CNN mobile site quickly via an SMS sent to their phones, and even with my Luddite tendencies it was easy to load.

My only doubt is this. And it is nothing about the technology. The notion of a correspondent's blog appearing on your phone the moment it is written, before the pixels are dry so to speak, is amazing. Think about it. It cuts though all the editorial gloss, and covers huge distances in seconds. It is so raw, so direct. I just wish the creative could have made more of this. Still, I had long enough to work it out for myself. Luckily so did the crowd in the lounge.

Agency: Hypertag.

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