Irish folks had a chance to play with interactive billboard which featured a new Civic and a message to "wake the beast".

To do just that, one had to text START to shortcode 51500 and experience the revs of the car. Along with that link to the mobile site was sent, where one can order a brochure and signup for a test drive.

The other interactive element was passerby activation via bluetooth. A pack of content was beamed to everyone who agreed: a ringtone with engine revving and instructions how to get to the mobile site.