Interactive ads go for all the senses, with a hint of spam.
London commuters must feel like they've stumbled into a sci-fi flick. On the platform at Notting Hill Gate underground station, a poster for American singer Jack Johnson doesn't just promote his latest album, In Between Dreams it plays three of the tracks. On the main escalator at Tottenham Court Road, nearly half a million riders a month watch ads such as an overflowing bath for home insurers Direct Line cascade down a line of 33 LED screens. And when Coldplay launched their album
X&Y;
in May, giant screens beamed invitations to every turned-on, Bluetooth mobile-phone user within 100...
