You might have seen CBS Outdoors ‘Look for Longer’ poster campaign already, most likely on the Underground. Its the big image filled with 75 visual representations of Tube stations, for you to mull over, finally get, and then groan.

CBS has teamed with image recognition company Blippar to take the campaign to the next level, using Augmented Reality, at Londons Westfield shopping centres.

Initially launching at Westfield Stratfield City, on its 6m wide digital screen, shoppers can scan, or blipp, the image using the Blippar app. They can then zoom on in particular parts of the image to see it close up, or get a hint, and then go to the Look for Longer microsite to fill in their answers, where there are prizes to be won for getting the full set of answers.

“The high footfall and dwell time at Westfield provide the perfect opportunity to bring the campaign to life using Augmented Reality,” said CBS Outdoor UK marketing director Simon Harrington. “Working with Blippar, we can take the campaign to the next level, generating increased participation and social conversation, thereby offering extended engagement with tech-savvy urban shoppers. This campaign demonstrates how advertisers can use technology to enhance a high impact creative to generate a deeper level of interaction – that is to say the audience do something as a result of seeing it, be that playing the game, or sharing it with friends through social media.”

The campaign is set to come to Westfield London before the end of the month. But it doesnt seem like theres anything to stop you blipping the poster anywhere else it appears, such as on Tube platforms – apart from the big gap, of course – or, indeed, below: