Works like this. They have the Coco Presso available in vending machines (almost anything is sold via vending machines in Japan including beer, but thats another story). So, near the vending machine they have interactive posters. You come to the poster, it offers you a discount to the drink - and tells you that there is a Coco Presso vending machine right near to the poster. They shoot the discount coupon to your phone - that then can be redeemed at the vending machine (or any vending machine, if you are not thirsty right then) for that discounted can of Coco Presso. Brilliant. Lars shows pictures and describes his actual purchasing process at the Wireless Watch Japan site. Well worth visiting to see how good a mobile ad experience can be.