For four hours on 22 September it will be possible to use an NFC smart poster to interact with advertisements and promotions displayed on one of the New York landmark's iconic giant advertising billboards.
NFC start-up Thinaire, out-of-home media company Radiant Outdoor, OOS Investments and training provider NFC Bootcamp will be demonstrating NFC technology in New York's Times Square on Thursday 22 September between midday and 4pm.
Pedestrians walking through Times Square will be able to engage via an NFC smart poster with advertisements and promotions running on a 38-foot (11.6m) high digital display.
Radiant's display is housed on the Millennium Broadway Hotel and is visible from the Times Square 'Bowtie', ABC's Times Square studio and the entrance to the Toys R Us flagship store. Samsung Google Nexus S smartphones will be available to allow the public to try NFC at the event, and giveaways and prizes will be awarded to participants.