Cutty Sark used wearable Hypertag system to reach their target in a fun way. The campaign began in October 2005 and ended in June 2006.

The aim was to reward the consumers of Cutty Sark with free content for their mobiles. Cutty Sark installed a stand inside some bars, discotheques and pubs throughout Spain and hired some special staff for this action. The staff wearing the portable Hypertag stations encouraged bars and pubs’ clients to participate in the campaign. Consumers could download several contents for free, such as a Java game designed for Cutty Sark, an animated gif as a screensaver, an MP3, a polyphonic ring tone and the melody of the campaign. The contents were fully developed by ivista.