British singer-songwriter Gabrielle Aplin will be the first artist to receive a boost from new NFC and QR-enabled touchpoints displayed at leading music venues across the UK.
Mobile marketing specialist Nukemobi has partnered with media owner Popcorn Outdoor to implement 15 NFC-enabled touchpoints at locations including the O2 Academy venues in Brixton, Liverpool, Glasgow and Leeds. The touchpoints are placed next to posters promoting the singer's debut album English Rain and users can listen to sample tracks, sign up for a fan newsletter and enter an exclusive competition. Links to buy the album online are also provided.
"We saw this as too good an opportunity to miss. Targeting fans in music venues using an innovative new approach provides audiences with a chance to interact with album content, enter exclusive competitions and stream or preview Gabi's album before purchasing it online," says Laura Webster, associate director for media agency SMV Group on behalf of record label EMI Music.
"For EMI Music, this opportunity not only encourages engagement with fans and consumers, but also provides opportunities to capture data to ensure further promotions can be more accurately targeted," adds Nukemobi's Dave Elliott.
Nukemobi plans to extend its network to one thousand NFC touchpoints across more than 60 live music venues, including university and college campuses.