Founded in 2001 and based in Norwich, Hypertag is a supplier of proprietary proximity marketing technology. It predominantly sells this to brands, allowing them to connect to consumers’ mobile phones based on their proximity to a physical location using short-range mobile wireless technologies such as Bluetooth, Infrared, Wi-Fi and NFC. The technology was also used by the band New Order in advertisements for their album Waiting for the Sirens' Call, and in 2008, Hypertag won the gold award for best location-based advertising technology at the Mobile Advertising and Marketing Awards.