Check out this great interactive billboard by Honda and the mobile marketing agency Puca which launched last year in Wexford Steet, Dublin.

Passers-by can text the number displayed on the billboard to activate the poster which then starts releasing actual smoke from the cars exhaust pipes with the rear lights switching on too! The experience then continues by the user receiving a text with the link to the Honda mobile site (www.hondaireland.mobi), where they can then find out more about the car and find the nearest dealer for a test drive.

The Bluetooth enabled billboard also sent out ringtones to people nearby of the Honda Civic R engine roar. Nice! Although could to have been confined to the

It’s a really innovative installation and probably bloody expensive. I’m glad Honda had the courage to go all the way, this definitely sets an example for what can be done with outdoor and mobile.