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Outdoor NFC Campaign Promotes Australian Launch of Zero Dark Thirty

Australia
Scope: 
Rollout
Launch: 
Jan 2013
Main Application: 
Information discovery (tag reading)
Mobile Operator: 
N/A
Service Provider (application): 
Vizeum, for Icon Films (Promotion of film)
Merchants: 
N/A
Users: 
N/A
NFC Handsets: 
N/A
TSM*: 
N/A
Other Vendors: 
Tapit (NFC tag campaign), Posterscope (out-of-home media purchasing)

The NFC-enabled outdoor campaign for the January 2013 release of the film Zero Dark Thirty was scheduled to run for four weeks. Australia-based NFC advertising company Tapit Media is implementing the outdoor campaign leading up to the film's release. Tapit provides the tag-based system for the campaign’s 200 smart posters located in 91 shopping centers in every Australian state except North Australia. Some of the shopping centers are adjacent to movie theaters, which will show the film. Shoppers and prospective movie goers tap the NFC tags to visit a landing page for the campaign. From there, they can click to view trailers or an image gallery, read a synopsis and reviews, such as on Facebook, or follow the film on Twitter, enter a contest to win free movie tickets, or play a “CIA” game linked to Facebook.  Media and advertising agency Vizeum, along with Posterscope, both part of the UK-based Aegis Group, organized the campaign for Icon Films, Zero Dark Thirty’s distributor.

 

 

NFC Times Take: 

The Zero Dark Thirty campaign is not the first NFC campaign to promote upcoming movies. In May 2011, a small London campaign with ten to 20 smart posters from Proxama advertised the X-Men: First Class movie from 20th Century Fox. Users could tap the tags to view a trailer or visit the movie’s Facebook page. That same month, Proxama also worked with cable television network VH1 on a similar smart poster campaign in the U.S. for TV show Basketball Wives. Like theater-goers in London, users in New York and Los Angeles could tap the posters to view trailers and link to the show’s Facebook page. In November 2012, Indian NFC advertising startup jusTap! participated in a smart poster campaign at the flagship location of theater chain Cinemax in Mumbai. Called “Box Office in Your Pocket,” the campaign promoted the theater rather than a specific movie release; it allowed customers to tap NFC tags or scan QR codes to download a Cinemax application, like the theater on Facebook, buy movie tickets from their smartphones, or leave feedback. jusTap! reported that about 200 customers had tapped the tags in the campaign’s first six weeks. Tapit told NFC Times that another NFC campaign is planned in February for an upcoming movie, though the company declined to reveal the title.

 

* Trusted Service Manager: Defined loosely to include companies or other organizations securely distributing, provisioning and managing applications, generally over the air, on secure elements in NFC mobile phones; or licensing their platforms for this purpose.
 
N/A: Not available or not applicable.
 
Last update: Jan. 2013

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