Founded in 2001 and based in Norwich, Hypertag is a supplier of proprietary proximity marketing technology. It predominantly sells this to brands, allowing them to connect to consumers’ mobile phones based on their proximity to a physical location using short-range mobile wireless technologies such as Bluetooth

Bluetooth

Bluetooth is a proprietary open wireless technology standard for exchanging data over short distances from fixed and mobile devices, creating personal area networks with high levels of security...

, Infrared

Infrared

Infrared light is electromagnetic radiation with a wavelength longer than that of visible light, measured from the nominal edge of visible red light at 0.74 micrometres , and extending conventionally to 300 µm...

, Wi-Fi

Wi-Fi

Wi-Fi or Wifi, is a mechanism for wirelessly connecting electronic devices. A device enabled with Wi-Fi, such as a personal computer, video game console, smartphone, or digital audio player, can connect to the Internet via a wireless network access point. An access point has a range of about 20...

 and nfc

NFC

NFC may refer to:* Nagacorp FC, a Cambodian sporting club* National Finance Center, a division of the United States Department of Agriculture* National Football Conference, a constituent conference of the National Football League...

.

The Hypertag allows digital content such as wallpapers, video clips, games, music clips, vouchers, documents, web links or mobile applications to be downloaded direct to consumers’ mobile phones quickly and for free. Hypertag sells its proximity marketing solutions to major brands, their agencies, visitor attractions and through a network of international resellers. Hypertag also integrates its systems with third party infrastructure providers such as in-store advertising display screen providers and has been used by brands such as O2

O2

O2, o2, O2, or O2 may refer to:- Companies :* O2 Global Network, an international network for sustainable design* O2TV, a Russian independent socially-political TV channel...

, Vodafone

Vodafone

Vodafone Group Plc is a global telecommunications company headquartered in London, United Kingdom. It is the world's largest mobile telecommunications company measured by revenues and the world's second-largest measured by subscribers , with around 341 million proportionate subscribers as of...

, Peugeot

Peugeot

Peugeot is a major French car brand, part of PSA Peugeot Citroën, the second largest carmaker based in Europe.The family business that precedes the current Peugeot company was founded in 1810, and manufactured coffee mills and bicycles. On 20 November 1858, Emile Peugeot applied for the lion...

 and CNN

CNN

Cable News Network is a U.S. cable news channel founded in 1980 by Ted Turner. Upon its launch, CNN was the first channel to provide 24-hour television news coverage, and the first all-news television channel in the United States...

, and has installed systems at visitor attractions owned by the Royal Institution and English Heritage.

An example campaign in 2005, posters advertising the new Gorillaz

Gorillaz

Gorillaz is an English musical project created in 1998 by Damon Albarn and Jamie Hewlett. This project consists of Gorillaz music itself and an extensive fictional universe depicting a "virtual band" of cartoon characters...

 single, DARE

DARE (song)

"DARE" is a song by Gorillaz and is featured on their 2005 album Demon Days. It was released 29 August 2005 as the second single from the album and became the first Gorillaz single to hit number one on the UK Singles Chart. On online music stores such as iTunes, the radio edit of the song was...

, were established in Sydney and Melbourne, Australia

Australia

Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...

 in September 2005. The posters contained Hypertag technology, allowing passers-by to download a 40-second ringtone of the song DARE to their mobile phones.

The technology was also used by the band New Order

New Order

New Order are an English rock band formed in 1980 by Bernard Sumner , Peter Hook and Stephen Morris...

 in advertisements for their album Waiting for the Sirens' Call

Waiting for the Sirens' Call

-Singles:* "Krafty" * "Jetstream" * "Waiting for the Sirens' Call" * "Guilt Is a Useless Emotion" -Personnel:* Bernard Sumner – vocals, guitars, synthesisers and programming...

, and in 2008, Hypertag won the gold award for best location based

Location-based service

A Location-Based Service is an information or entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device....

 advertising technology at the Mobile Advertising and Marketing Awards

Visiongain

Visiongain is a British research company that provides analysis of the worldwide Telecoms, Pharmaceutical, Energy, Metals and Defence industries. The company focuses on business reports and international conferences, and provides a daily news service...

.

Hypertag was bought by Proxama Ltd on 14th January 2011.

Proxama is the European leader in NFC technology, covering both Proximity Marketing and Mobile Wallets. www.proxama.com