Japanese advertising company Shunkosha has developed a new surface for interactive advertising in the Tokyo subway. Called ‘Strappy,’ the program has been running as an experiment for the past few weeks and uses FeliCa near field communication (NFC) technology to send the user’s phone to a URL when touched.

Over 70 million people in Japan already have phones compatible with this technology, and multiple telecommunications companies are installing antennas in subway tunnels to provide cell phone and data service to riders.

NFC technology is already well established in Japan and Korea, but is seeing increasing use in the West. By installing these devices in subways, advertisers gain access to a literally captive audience looking for a little distraction during a crowded commute. Sounds like an opportunity for fun, experiential, relaxing and vacation-oriented brands.

For more details on the Strappy program in Japanese, download this PDF.

Shunkosha