Two hundred thousand UK customers have now been equipped with NFC phones they will be able to use to tap smart posters and receive special rewards, says the mobile network operator.
Orange UK has unveiled Quick Tap Treats, an NFC smart poster-based rewards service that 200,000 customers will be able to use from launch.
The mobile network operator has partnered with food service chain EAT for the launch of the new rewards service which will allow Orange customers with an NFC handset to gain a free "EAT treat" every day from early March.
To take part, customers simply need to touch their Quick Tap phone to posters located in EAT restaurants to play a game with a guaranteed prize that they can instantly redeem for a treat. The game will also be available as a Quick Tap Treats app downloadable from Orange World, as well as BlackBerry, Android and Ovi apps stores.
The posters will be placed in 110 EAT outlets across the UK. Rewards will vary each day and will include items such as a free baguette, piece of fruit or coffee.
The offer will run until mid-2012 and can currently be accessed by 200,000 customers with a Samsung Tocco Lite, Samsung Wave 578, Samsung Galaxy S II, Blackberry 9900, Blackberry 9360, Blackberry 9790, Blackberry 9380 or Acer LiquidExpress NFC phone. This number is "set to rapidly grow", says Orange, as further NFC-enabled handsets are added to its range.
To promote the new service, everyone with an Orange NFC handset will receive an SMS message informing them about the Quick Tap Treats rewards programme, and a marketing campaign supporting the initiative will also commence in early March.
"Last year we started a whole new movement in the way consumers make payments on the high street, and with Quick Tap Treats, we're continuing this with a new and innovative way for our customers to receive rewards for their loyalty," says Pippa Dunn, chief marketing officer for Orange UK. "So whether it's a free coffee on the way into work, or a free baguette at lunchtime, you really do get more with your mobile on Orange."
Orange first launched Quick Tap as an NFC mobile payments service, in partnership with Barclaycard, in May 2011. Currently only the Samsung Tocco Lite and Samsung Wave 578 support Quick Tap payments, however.
Quick Tap Treats uses UK NFC specialist Proxama's TouchPoint NFC campaign management platform and Tag Center app.