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.”

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