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Nokia launches campaign with Proxama in Vox cinemas


By Ishbel Macleod, PR and social media consultant

November 28, 2011 | 2 min read

Nokia has launched a near field communications (NFC) campaign with Proxama to targeting cinema-goers owning the new Nokia N9 handset.

Taking place in a number of Vox cinema foyers in Dubai, the campaign invites users to ‘tap’ an NFC-embedded poster or standee (portable display stand) with their handset to download vouchers for offers including free cinema tickets and popcorn.

Neil Garner, CEO of Proxama, said: “We have been working closely with Nokia on developing suitable NFC applications to deliver effective marketing campaigns. We are really excited about this campaign as it demonstrates the effectiveness of NFC in delivering customer incentives to increase sales.

“We feel it is important to support the NFC-embedded standees with an on-site promoter, as we recognize that NFC is a new concept to many. We need to make sure we help the early adopters to get the best experience possible so that we can accelerate its acceptance and subsequent uptake by others. Proxama’s TouchPoint campaign management system will provide valuable and accurate analytics such as redemption rates, response times and repeat visits.”

The campaign will run until late December and will be rotated around different cinemas. Each standee will be manned by a promoter who will help guide people through the process and show then where to redeem the vouchers. The agency has built in safeguards to the NFC tags to prevent multiple downloads and redemptions by the same handset and handset sharing.

There will also be exit displays where anyone with an NFC-enabled phone will be able to tap to access movie listings and a Nokia Facebook ‘Like’ page.

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