MyClick debuts interactive camera ad medium in UK

MyClick provides software that allows mobile phone users to access web content directly from print media and billboards. After downloading the free software, users point their phones at special boxes on traditional media and click. Free web content is then downloaded to the user.

Consumers can download music clips, images, games or promotional coupons. Estee Lauder, for example, used the technology to offer free eyebrow-plucking sessions. More than 320,000 people have used the system so far in Hong Kong.

Rupert Purser, chief executive at MyClick, said he is now looking for media partners in Europe and is in talks with the likes of WPP and Omnicom: "We are talking to possible partners to help us launch in the UK, mainly media groups."

Once established in the UK, MyClick, owned by Hong Kong company iMagic, will launch in the rest of Europe. In Hong Kong, the software system is available on the six networks that operate in the city and is free for consumers to use. So far, brands including Pizza Hut, CNN, Estee Lauder and Adidas have used the system.

Purser added that he would not consider signing an exclusive agreement with one media network, as it would limit the use of the tool.

This article was first published on Media Week