CBS Outdoor UK has launched a new project allowing Westfield London shoppers to ‘tap’ their Near Field Communication (NFC) enabled smartphones against a CBS digital pod to download content, including Rizzle Kicks new track, and enter competitions.
NFC allows devices to connect with each other or other NFC-enabled tiles by bringing them in close contact, or ‘tapping’. The GSMA, an association of mobile operators and related companies, predicts that there will be 500 million NFC devices by 2014 and 78 per cent of points of sale tills will be NFC-ready by 2017.
As such, CBS Outdoor devised a campaign with Universal Music UK’s media agency TED@MediaCom ahead of a wider consumer education programme on NFC technology. To promote Rizzle Kicks new album, the branded digital pod has encouraged fans to simply tap their phones against the advert, or scan the QR code, to download the group’s new exclusive track with a link to buy their second album.
Other campaigns being run over the next two weeks have involved brands like Time Out. Shoppers can tap to enter and win a trip to Morocco, courtesy of Time Out; tap to download Time Out’s London mobile app; or tap to receive a free digital music album courtesy of Westfield Presents Emerging Icons.
CBS Outdoor is also running a ‘tap to play’ brand-based quiz, and a ‘tap to win’ competition, as well as a ‘tap to cook’ campaign where users can download recipes from Masterchef winner Lisa Faulkner
"What differentiates this NFC experience is the continuity of engaging content on the CBS Outdoor UK landing page,” said Jason Cotterrell, managing director at CBS Outdoor UK. “We will always strive to provide entertaining, useful content, regardless of what campaigns we're running and partners we're working with.”
From mid-October following the Westfield project, CBS Outdoor UK will accompany the NFC showcase with a far-ranging NFC consumer education programme via posters on National Rail, the London underground and digital pods at Westfield, to educate consumers on how to use their NFC enabled devices.