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US TV network VH1 tests NFC smart posters

“NFC offers advertisers greater opportunities to build ‘hyper-local’ promotional campaigns using media-rich, high quality content through a simple tap of the phone,” says the digital agency behind the project.

Basketball Wives

VH1: Smart posters take NFC phone users out of the bus shelter and into the world of Basketball Wives

Marketing for the new series of TV network VH1‘s Basketball Wives includes a series of smart posters equipped with NFC tags placed in a number of locations around New York and Los Angeles.

The campaign provides NFC phone users with an exclusive trailer for the new series and a link to the Basketball Wives’ Facebook page when they tap their devices on poster sites situated on bus shelters around the two cities.

The NFC campaign has been developed by UK-based Proxama — which delivered a similar campaign in London for the launch of X-Men First Class — in partnership with Nokia, CBS Outdoor, JCDecaux, Cemusa and Hyperspace, the digital and innovations division of out-of-home agency Posterscope.

“NFC offers advertisers greater opportunities to build ‘hyper-local’ promotional campaigns using media-rich, high quality content through a simple tap of the phone,” says Hyperspace’s Martin Porter. “And because content is delivered immediately without lengthy downloads or cumbersome procedures it leads to a much more satisfying customer experience and keeps down costs.”

Neil Garner, founder and CEO of Proxama, adds: “From the work we did delivering the marketing campaign for the X-Men movie with Nokia earlier this year, we know that NFC presents organisations with a great way of promoting their wares and nurturing closer relationships with customers that can incentivise a purchase or retail visits and enables them to track individual mobile phone users’ subsequent behaviour.”

  • roflmao

    LOL!!!

    NFC smart posters on a bus shelters in Los Angeles.

    LOL!!!

    • http://www.sjb.co.uk Mike Clark

      Why do you say that, @roflmao?

      • roflmao

        1. Nobody walks in L.A.

        2. You need to be within 10cm of smart poster with your NFC enabled device.

        3. The only people with NFC phones in L.A. are driving past this smart poster in their Beemers, at least 10 meters away from it, driving by at 50kph.

  • ed

    Let’s look at the workflow:

    * NFC tag embedded in poster contains code such as 123456789
    * A NFC enabled phone must have to open an propiertary app that knows how to decipher code 123456789 to know the next step.
    * The propiertary app either display an interactive presentation, stream a media file or display additional information such as a coupon.

    The issue here is that propiertary app that sticks out to me. Do mobile users have to keep downloading a seperate NFC decoder/presentation viewer for each seperate entity each and every time?

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