Getting On Board

ANIA WAWRZKOWICZ / VIACOM OUTDOOR

MOVING MESSAGES: Viacom Outdoor's digital LED SuperScreens change messages frequently on 25 buses roaming central London

In Manhattan's trendy Soho district, rock star Lenny Kravitz peers down from an 18-m-wide billboard for Absolut vodka, holding in his outstretched arms what appears to be a digital cable with bottle-shaped plugs. This isn't just the physical manifestation of the vodkamaker's latest hip ad campaign; it's also a display of advanced technology. At the bottom of the sign, Absolut invites passersby to send a text message or enable their Bluetooth cell phones to download a free 4-min. MP3 track where they're standing. "We always try to be edgy and different with our ads, but this time we wanted to go...

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