JCDecaux merges mobile and outdoor for X-Men

Smart posters were distributed around central London to promote the latest X-Men film, enabling NFC phone users to download an exclusive trailer and connect with the movie's Facebook page. The campaign is one of the first applications of near field communication (NFC) technology. NFC-enabled smart posters were displayed at a dozen locations around central London to promote the new X-Men movie, X-Men First Class. Developed by NFC software application provider Proxama in collaboration with outdoor media specialist Posterscope, leading outdoor media owner JC Decaux and network operator O2, the poster campaign featured an exclusive movie trailer and a link to the film's Facebook page. Each poster has an NFC tag affixed to its rear, enabling those with NFC phones to connect by tapping their phone to the poster.   The film's tagline, 'Witness the moment that will change our world', is apt for this first UK NFC film promotion campaign, says Proxama. "It is really rewarding to see NFC technology coming of age with the first public marketing campaign being launched," says Neil Garner, the company's founder and CEO. James Davies, director at Posterscope's innovation and digital division, said: "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." Proxama is able to report data on the how many mobiles have gone onto the website, which poster location has triggered their visit and how many have started playing the video.   References: internal sources & http://www.brandrepublic.com/news/1071381