The eagle eyed amongst you will have no doubt spotted the SuiPo (Suica Poster) touch point situated to the left and right of a Tokyo Station beer commercial. More here (Japanese only) or ACM members can pull up the CHI’07 paper here.

How does it work? Register your phone/pre-paid travel card with the SuiPo service and win gifts or have vouchers or campaign information sent to your mobile phone. As with all of these services: how do you know what kind of service/reward/… this poster represents? Is it enough to induce interaction the first time? Subsequent times?