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Advertising street posters are now to be both seen and heard, thanks to new technology from beer brand Beck's.
The Lion-owned brand will launch playable posters using conductive ink from today. Passersby simply touch the poster to start and stop music.
The ink picks up electrical signals from fingers when activated parts of the poster are pressed. It is linked to a speaker attached to the rear, which make the poster resonate and turns it into an 80 watt speaker.
The posters play 10 yet-to-be-released Kiwi songs in time for NZ Music Month.
The campaign is an extension of Beck's award-winning Edison bottle campaign by Shine, for which the agency created the world's first playable bottle.
Shine manging director Simon Curran says the street poster has been around for more than 200 years and it was time for a rethink.
"With the Beck’s Playable Posters, anyone can discover fantastic local talent, instantaneously, and in an unexpected setting."
The posters will be up in Auckland, Wellington, Christchurch, Hamilton, Whangarei, Dunedin, Palmerston North and Napier throughout NZ Music Month, which kicks off today with events including a concert at Auckland's Britomart at 12.15pm today featuring Lawrence Arabia.
NBR notes the ultra lightweight playable posters will be easy to steal. A rep for Beck's says the company has allowed for the possibility that some music fans will help themselves.