Ya.com, one of the sponsors of the Spanish tour of the pop star Juanes, was the first Internet service company that chose to use the Hypertag system in a campaign.

Ya.com used the system during the tour to reach the public of the concerts in a completely new way, offering them free content related to Juanes for their mobile phones. The campaign was carried out throughout the tour, from August 23rd to September 18th. Ya.com knew that the public would mostly be young and they wanted to reward all these young people with free content of the pop star for their mobiles.

For this campaign, Ya.com wanted to use wearable Hypertag transmitters, which is the best option for mobile marketing street campaigns. In all cities visited during the tour, two marketers carrying portable transmitters encouraged the assistants to download for free a video of Juanes’ concert and an animated gif with a marketing message inviting to visit the website of Ya.com. Through the website people could participate in raffles, download ring tones, watch videos of the artist… Passers-by only had to connect their Bluetooth in their mobile phones to download the content fast, simply and for free. The contents were developed by ivista.