Projekt Ingeborg

How can a project playfully excite people for regional art?


The initiators, software developer Bruno Hautzenberger and journalist Georg Holzer, wanted to start a project using NFC labels. At the time no one used the data transmission technology though nearly every phone came with it preinstalled. The founders had a few question in mind:

  • Everyone knows musicians like Bruce Springsteen or writers like Joanne K. Rowling.
  • But who are the best authors and the freshest musicians of the region?
  • How can a project help creators to benefit from the digital change and generate a greater share of their income through the sale of digital goods?


At the start, we deployed 70 smart labels (stickers with QR and NFC), which were very present in public space of Klagenfurt - thanks to the partnership with the public bus company and strong design.

Use of the mobile web, excluding nobody. For more features, there is an app. 

Focus on accessibility to offer visually impaired people content about regional artists for the first time - content that was previously 'hidden on paper'.


High usage for cultural project in the public space: up to 350 sessions per day - depending on the current marketing effort and the artists presented. 

Worldwide attention after reporting on the US technology blog

Project Ingeborg evolved to the startup xamoom with now seven employees. 

About the Project

Project Ingeborg (Web: wants to give more visibility to artists from Carinthia within the region. There are around 200 places with flashy-yellow stickers. The QR codes and NFC tags lead to special features of these artists on the phone.

A map on the web ( or apps for Android and iPhones guide users to those spots. Samples of the artists‘ work (ebooks, songs) are exclusively available on the smartphone and are not shown on the project‘s website.

As users must visit the places with these special labels, the appreciation for the otherwise free content increases.

Project Ingeborg is an official partner of the Austrian Broadcasting Corporation (ORF) and can distribute all texts of the biggest German literature festival (the “Bachmann Prize”) in the public space. We also syndicate this content with apps of various tourism destinations.

xamoom‘s key features

Easy to use: we have developed xamoom so that everyone (and especially those without deep technical know-how) can quickly get a project like this up and running. This allows mobile services to be realized without experts.

Centralized content switching for all or some locations rather than replacing stickers or having to overwrite pages in the CMS.

CMS plugin for WordPress: This makes it possible to publish content from xamoom on the project‘s website as well. Individual parts of articles can be offered “mobile exclusively” – thus being shown only on the phone at the location.

Multimedia: text, image, video, 360°-videos, audio, downloads, e-books, maps, etc. All current and future (AR, VR etc.) media forms are possible.

All context identifiers: We started with QR and NFC. Now, we start the rollout of Eddystones and iBeacons to reach more people and offer an even better experience.


“A project that has immediately drawn a WOW from each member of the jury and has to be seen as the highlight of Creos 2014. This is an excellent idea, implemented perfectly with a lot of empathy and great effort. Respect!”
International Jury of the Carinthian Marketing Award CREOS, October 2014

“The jury agreed very quickly to award Project Ingeborg. It combines beautifully modern technologies, regionality and the promotion of artists.”
Jury of the Bank Austria Art Prize, February 2014