Near Field Communication (NFC) is the next big thing in mobiles (we have just learned) and it’s being deployed for the forthcoming UK launch of new Fox film X-Men First Class starring January Jones and James McEvoy.
Aegis-owned poster specialist Posterscope is partnering with Nokia, 02, mobile payments firm Proxama and poster contractor JC Decaux to run an NFC-enabled poster campaign for the big new film.
Each site has a pre-programmed NFC chip affixed to the rear of the poster which allows consumers to access immediately a film trailer, produced solely for this project. Hold your NFC-enabled handset over the poster and you can see the trailer instantly via a 3G connection.
The only problem seems to be that no-one’s quite sure how many NFC-enabled phones there are.
James Davies, director at Hyperspace, Posterscope’s innovation and digital division says: “What is so exciting about this layer of interactivity is its simplicity and the size of the opportunity for generating scale.
“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.”
RIP Bill Stickers