This document discusses learnings from using near-field communication (NFC) technology in marketing campaigns over the past year. Some key findings include: (1) NFC interaction rates remain modest but have increased over the last year, (2) campaigns that offer a strong call to action and clear reward see higher interaction rates, (3) collecting real-time interaction data allows campaigns to be optimized quickly. The document concludes that while NFC has progressed, showcase applications are still needed to inspire brands and consumers with its potential.

1. WHAT HAVE WE
LEARNT
SO FAR
There is a wealth of location-based mobile opportunities now
available - from tried and tested approaches like Geofences to
the as yet unproven Beacons.
We believe that a wide range of technologies, including NFC,
will continue to successfully co-exist, and here we share some
of our NFC learnings from the past year.
Key Facts
Posterscope have been testing and
demonstrating NFC to our clients since
2009
In 2011, Posterscope in partnership with
Proxama ran the UK’s first pilot campaign
for the X-Men movie
Over the last year there has been a
sizeable increase in NFC campaigns
According to GSMA, in 2013 there are
11 million NFC enabled UK consumers
Clients
NFC
Formats /
Environments
Roadside 6 sheets
Pub beer mats
In-store window displays

2. Content
N
F
Exclusive music remixes
Free mp3 downloads
Competition entry and
prize fund status
Facebook page link
Sample chapter
Emergency cash
service details
Buy the advertised
outfits straight from
the poster
A strong, clear and simple
call to action increases
interaction rates.
Transworld Publishing has
been our most successful
campaign. Whilst the reward
was a sample chapter the
poster simply referenced
‘freebies here’.
Interaction levels are still
modest and appropriate
location selection is key.
Vouchers & app
download
Directions from
your location
Interactions tend to peak
during the first week of a
campaign so brands should
consider changing the OOH
creative and consumer
reward for the second week.
Key Learnings
NFC
Brand equity statements and purchase intent can increase
significantly. For Becks Vier...
51% said it would make them more likely to purchase a Becks Vier in a
pub/bar and 32% for off-trade
The NFC campaign also increased 11 brand equity statements shifting
the average from 51% to 68%
Consumers claimed it made the brand seem more innovative,
progressive and trendsetting
VS
Apple users interact less.
iOS can interact with most
NFC campaigns using the
QR code option, however
only 24% of interactions
were from iOS.
NFC now accounts for over
a third of interactions (when
offering both NFC and QR
options) and this has doubled in the last year.

3. Ensure a strong, clear and
simple call to action and
give consumers a decent
reward for their efforts.
01
#
02
#
Collect interaction data in real
time and act on it quickly to
optimise the outdoor call to
action or mobile experience
(Ask Posterscope about
their platform.)
Change the OOH ad creative
and mobile reward after
week one if possible.
#
04
C
If appropriate highlight that
interaction leads to free
stuff or discounts.
#
05
Manage brands expectations
regarding likely performance.
03
#
5
Golden
Rules
NFC has seen good progress. What’s needed now are some hero applications that take the
experience to the next level and inspire both brands and consumers
regarding the possibilities!