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Mecca to extend NFC-enabled advertising for consumers


By Ishbel Macleod, PR and social media consultant

April 26, 2013 | 1 min read

Bingo operator Mecca is currently trialling NFC-enabled advertising on the UK's transport network, with the campaign set to extend if it proves successful.

Mecca worked with Posterscope, in association with on-train media company KBH and media agency Carat, for the campaign, which invites commuters to interact with in-carriage Mecca Tap4 touchpoint posters by tapping, scanning or texting to access, and receive a £50 freeplay sign-up bonus.

Paul Meadows, head of brand at Mecca, said: “A lot of our customers already play with Mecca on their mobiles or tablets while on the move, making this form of advertising a perfect fit and a key element of our new brand strategy.

“We are passionate about giving our customers new games and more ways to play so this campaign will let people have a little bit of fun while commuting.”

Each touchpoint uses NFC tags and QR codes, and also provides a number to text to receive a link via SMS, and is being trialled by South West Trains commuters, travelling on routes in West London.

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