Solution

Wearable Hypertags used by promotional staff were deployed at the Race of Champions, allowing race-goers to download a variety of BP Ultimate-branded content to their mobile phones completely free-of-charge.  BP content available for download included MP3s, videos and images, with anyone interacting also in with a chance of winning a BP Ultimate remote-controlled car.  The high visibility of the BP brand combined with the wearable Hypertags meant that this campaign was a real success with positive feedback from all parties and consumers involved in the deployment.