Rip Curl advertising on digital signage in Times Square

Broadcast Engineering tells us that, "[s]urfing company Rip Curl is showcasing its new brand campaign for 2006 on a digital video billboard in New York City's Time Square and is using interactive, text messaging-based quick-tag (qtag) technology to track consumer response to its promotion."

They think that a younger audience will be receptive to the text messaging sent out by the billboards, whereas older consumers might perceive it as intrusive spam (not sure how I feel about it yet).

The full text of the article can be found here.