The Goggles project is part of Google Mobile, but is being used in a two-month trial with a range of advertisers to showcase its capabilities in enhancing outdoor advertising in both print and digital.

The first round of campaigns from Sony BMG, Ford and French Connection went live today on London Underground and the Westfield shopping centres in Stratford and Shepherd's Bush.

A second trial will launch in October to include Samsung, L'Oreal Garnier and Google Transit. A Google Goggles icon signposts the interactivity of adverts.

CBS Outdoor UK head of marketing Mike Hemmings said: "Brands are realising that by combining some key strengths of these two platforms: outdoor's ability to raise and drive awareness, and smartphones' as a mobile web portal - through Google Goggles, brands can quickly and easily transport the customers online for an immediate return and potentially an ongoing dialogue."

Viewers can access the additional online content by downloading the free Google Goggles App for Android-based phones, or Google Mobile for iPhone.