NFC hits the mainstream

NFC is really starting to hit mainstream marketing and advertising. With the launch of the UK’s first NFC advertising campaign, and the interest we saw at Screen Media Expo in marrying existing DOOH with groundbreaking NFC technology, marketeers are about to bring a whole new experience to the brand and the consumer.

The first few months of this year have seen a number of exciting developments in NFC; evidence that 2012 is turning into the breakthrough year for NFC that market leaders predicted.

 

When CEO Neil Garner spoke at last month’s Screen Media Expo on DOOH, advertisers were interested to see the advantages that NFC can bring to traditional screen advertising. Past experiments in interactive advertising, including the Lynx Excite: Angel Ambush showcasing augmented reality, are a clear demonstration of how consumers react more positively and have a more memorable experience when advertising encourages interactivity. Augmented reality is just the start, however. NFC can allow for the consumer to take this interactive experience away with them, in the form of vouchers, coupons, videos, information and more. NFC means that the advert can reach further than its geographical location because consumers can share it with friends and social media sites. It also allows brands and agencies to monitor participation with the promotion, allowing for continuous improvement across subsequent campaigns.

 

Proxama launched the UK’s first NFC advertising campaign in May, with collaborators Posterscope and JCDecaux. This campaign allowed for the end-user to interact with posters for the eagerly anticipated X-Men: First Class film, accessing exclusive video footage and having the option to ‘Like’ the film on Facebook, increasing awareness of the film amongst their peers. The NFC tags used on the posters were compatible with every NFC phone and included optimised mobile content, so the campaign allowed for maximum impact.

 

And it’s not just NFC proximity marketing that’s creating a stir. With Barclaycard and Everything Everywhere, Google and even more big-name brands releasing news of future mobile wallets, m-payments look set to become a reality very shortly. Proxama and Tuxedo’s wallet can already be used in outlets with contactless infrastructure nationwide, including Caffe Nero, Subway and, more recently, McDonalds. The photo below shows our Chief Exec ordering a Big Mac meal quickly and simply, using our mobile wallet.