Mobile network 3 has launched an NFC campaign in Stockholm on the Capitals subway.
Working with Clear Channel and NFC technology provider Tapit, 3 has stripped a carriage and re-branded it to look like a retail store. Swedes with NFC-enabled devices can access information relating to new phone deals, handset upgrades and accessories by tapping the images around the train. They can then buy directly from the ad.
3 is collecting data on how many people that tap the images are using the latest Samsung smartphone and when most people interact with the ads. A spokesperson said this may mean that they change the content during the campaign. 
Initially billed to last for just four weeks, the company has already been so pleased with consumer response that it has committed to keeping it for longer. People without an NFC handset can scan QR codes to access the same information.
