I want to know NOW.
OK so apparently we live in an accelerated culture where instant gratification is a key trend. Now trying to surf the web on your mobile is a pain in the backside typing stupid urls etc so the disconnect between people who want to click know now and passive non interactive outdoor advertising means they have to wait till later to find out more. The solution: shot code from the Dutch ShotCode which taggs adverts with a shot code that you point your mobile at and it picks a direct link to the web immediately to exactly where you will find further info. Heiniken is one of their first clients to use this cleverly in yes you guessed it ... a pub game.