Ford sponsored the free concert of classic 80s band The Cure at the Winter Festival in Valencia and incorporated a mobile campaign that used wearable Hypertag Bluetooth and an SMS campaign, all handled by ivista.

Ogilvy Action once again asked us to participate in one of their campaigns with Ford, this time using wearable Hypertag units to support an SMS campaign. Five wearable Hypertags worn by a marketing team mingled with the concert goers who could download free content onto their mobiles.

The first content people could download was an animated gif that encouraged them to send an SMS with their email address to a short number in order to get an exclusive single of The Cure. Participants received an SMS with a unique code to enter the web www.maskedummies.com and get their free MP3 of The Cure.

The second content the public could download was a free a screensaver with the very cool logo of + Ke Dummies for their cell phone.