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Eye is undertaking a promotional campaign for the 'Glee Live! In Concert!' tour and its promoter Live Nation, which combines digital advertising and an interactive mobile call-to-action.

The advertising campaign is targeting teenage visitors to four shopping centres in Los Angeles, where the live version of the hit US television series Glee will take place on May 28th. An advert is running on Eye's digital signage units while shoppers can receive free, 'fun [and] energetic' content to their smartphones using Bluetooth and Wi-Fi, encouraging them to buy tickets for the concert.

"Eye is very excited to have the Glee mobile campaign running exclusively in our malls," says Carrie Fitzmaurice Daly, vice-president of sales, Eye USA. "The mobile Glee content really engages shoppers – we're thrilled Live Nation chose to advertise with us."

The Glee show is currently touring the USA and Canada, before arriving in the UK in June.