MyClick provides software that allows mobile phone users to access web content directly from print media and billboards.
After downloading the free software, users point their phones at special boxes on traditional media and click. Free web content, such as games or promotional coupons, is then downloaded to the user.
Once established in the UK, MyClick, owned by Hong Kong company iMagic, will launch in the rest of Europe.
In Hong Kong, the software system is available on the six networks that operate in the city and is free for consumers to use. So far, brands including Pizza Hut, CNN, Estee Lauder and Adidas have used the system.