Share the love,
win London cab rides

For Valentine's Day, Virgin Atlantic kicked off a mobile marketing campaign targeted to tech-savvy travelers.

The "Love from Above" effort uses light projectors to add London landmarks to Manhattan and Chicago skylines, reports MediaPost. It was designed to get people excited about overseas flights.

One of Virgin's shortest flights, the London to New York route, takes six hours.

Love From Above launched online last week. After tonight, projections will shut off and media will point users to lovefromabove.mobi.

The mobile site features perks to encourage "sharing the love." They include free London cab rides, movie passes (to remind users of the 40 movies offered on Virgin flights), and free flowers or cards in Chicago and Manhattan.

Ads shall also appear on bus shelters and billboards. It was developed by McKinney, Virgin's agency of record. It shall extend through April in Boston, Chicago, Las Vegas, LA, New York, Orlando, San Francisco, and Washington DC.

Virgin's marketing campaigns have become visibly tech-conscious. In future efforts Virgin plans to use near field communications (NFC), a semiconducter embedded in ad posters and billboards.

NFC allows users to download discounts, info and coupons via mobile. Google is exploring similar technology for its print efforts.