never.no has recently joined forces with systems integrator Comtech Experience A/S to power an innovative guerilla advertising campaign promoting Diesel clothing in Denmark. Part of Diesel’s current international "Be Stupid" campaign, the 14-day spring operation used never.no interactive technology with Facebook and digital-out-of-home (DOOH) displays to enable anyone with a mobile phone to "Be Stupid" before a wide audience.

Mobile phone users could send photo messages to a short code number for inclusion in a constantly changing mosaic on Facebook, on 8×6-meter projections on buildings in downtown Copenhagen, and on digital signs in Diesel stores in Copenhagen and Aarhus. The mobile messages were uploaded and displayed within 12 seconds or less. The images were then stored on Facebook for tagging or viral sharing by other means.

"Cutting-edge advertisers like Diesel are becoming increasingly excited about the potential of mobile phone interactivity in combination with DOOH,”" said Lars Lauritzsen, never.no CEO. "Like us, they recognize the multiple benefits, including buzz and instant customer feedback that interactive participation generates. A successful, high-profile campaign like Diesel’s in Denmark is an ideal demonstration of the technology’s effectiveness."