UK's first NFC marketing Campaign

Twentieth Century Fox wanted the latest in innovative out-of-home (OOH) marketing technologies to promote the latest X-Men movie. Proxama joined forces with JCDecaux and Posterscope to deliver the UK’s first outdoor marketing campaign for the movie, offering consumers exclusive content by just tapping a poster.

Our Approach

With the film’s tag line being ‘Witness the moment that will change our world’, we knew we had to do something different. This campaign marked the first time that NFC had been used in a promotion directly targeting the public. Mobile phone users could tap their NFC handsets to bus shelter posters in London to receive an exclusive movie trailer and a link to the X-Men film's Facebook page.

The Result

Although NFC is a relatively new technology in the marketing tool kit, the promise of media-rich high quality content that can be accessed quickly and simply with a tap of the handset meant that interaction levels were high.

Twentieth Century Fox was showcased as a forward-thinking brand, in touch with the latest in innovation and were provided with a unique opportunity to create greater engagement with potential cinema goers. At the same time it enabled Proxama to demonstrate the simplicity and effectiveness of NFC in a new market.

Benefits

Ø  High-profile campaign: first of its kind
Ø  Optimized mobile content for each handset type
Ø  Memorable and engaging consumer experience
Ø  Ability to track the number of interactions at multiple locations