May 27, 2011 at 02:04 PM
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20th Century Fox Uses Bus Shelters To Distribute X-Men Trailer

To promote the new movie X-Men First Class, 20th Century Fox is making out-of-home a lot more interactive - experimenting with a new NFC (near field communication) technology that lets consumers hold their enabled handsets over a movie poster and instantly access the latest film trailer on their mobile phone. Bus shelter poster sites throughout London are running the campaign, which is being managed by OOH agency, Posterscope.

NFC enabled devices allows the user to open an app, go to a website to view content, download vouchers, make a purchase, register Facebook likes or check in at a location, simply by holding an NFC-enabled mobile to a poster site or payment point. According to one estimate by BarclayCard, 40,000 UK businesses will be using NFC by the end of 2011 with Nokia, Orange, Mastercard, Visa and O2 all launching trials.

In addition to promotions and accessing content, NFC can be used for contactless payments whereby your phone effectively replaces your wallet so if you see something you like on a poster you can click and buy it.

Posterscope, partnered by Nokia, O2, Proxama and JC Decaux to launch the UK’s first NFC-enabled poster campaign to promote the release of 20th Century Fox’s X-Men First Class. Each site has been pre-programmed with a NFC chip affixed to the rear of the poster which enables the consumer to access the film trailer.

“What is so exciting about this layer of interactivity is its simplicity and the size of the opportunity for generating scale," James Davies or Posterscope said. "There are 130,000 commercially available poster sites in the UK that can be instantly enabled. For the client the cost of each NFC chip is extremely low and the consumer receives instant fulfilment. The potential application of this technology is immense.”

“NFC will bring exciting opportunities for consumers and business in 2011, and we’re delighted to be at the forefront of this interactive revolution," Rupert Englander, Head of Services Marketing, Nokia UK noted. "Bridging the gap between the online and real worlds, NFC will transform the way that you engage with your mobile and the things around you.”

Have you explored all the new ways you can make your next activation campaign more mobile?