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Mecca books NFC ads on trains

“We are passionate about giving our customers new games and more ways to play so this campaign will let people have a little bit of fun while commuting,” says Paul Meadows, the UK leisure company’s head of brand.

Bingo operator Mecca is trialling NFC advertisements on board South West Trains running into London, in partnership with on-train media company KBHPosterscope and media agency Carat.

Mecca's on-train NFC ad

The ten day campaign, which represents the brand’s first use of NFC, invites commuters to interact with 1,000 in-carriage smart posters by tapping, scanning or texting to access Meccabingo.com and receive a sign-up bonus of up to £50.

The Tap4Offers touchpoints, managed by KBH, were installed in 360 of South West Train’s carriages earlier this month and use both NFC tags and QR codes to provide users with offers, deals and vouchers tailored to the interests of rail passengers.

Paul Meadows, head of brand at Rank Group-owned Mecca said: “A lot of our customers already play with Mecca on their mobiles or tablets while on the move, making this form of advertising a perfect fit and a key element of our new brand strategy.

“We are passionate about giving our customers new games and more ways to play so this campaign will let people have a little bit of fun while commuting”.

Dominic Milan, convergence media planning manager at Posterscope said: “The industry has long been excited about the potential of NFC but, up until now, the technology has not been extended in any meaningful way across public transport.

“We expect the strategic importance of out-of-home advertising, as a vital link between the offline and online consumer journey, to be further emphasised by this trial.”

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