The poster campaign features a movie trailer and a link to the X-Men film's Facebook 'Like' page, which is accessed by tapping an NFC-enabled smart phone on poster sites around London. Each site has a pre-programmed NFC chip affixed to the rear of the poster.
The campaign is the first to emerge from Proxama's collaboration with Nokia that aims to develop next-generation smartphone applications. The poster campaign has also been developed in partnership with outdoor media company Posterscope, media owner JCDecaux, and O2.
The partnership has also delivered campaign reporting and analytics solutions for campaigns of this kind.
Neil Garner, Founder and CEO of Proxama, says: "It is really rewarding to see NFC technology coming of age with the first public marketing campaign being launched. We have been working on the development of NFC applications for many years and our partnership with Nokia, Posterscope, JCDecaux and O2 will result in customers getting a really engaging X-Men brand experience. NFC offers advertisers greater opportunities to build 'hyper-local' promotional campaigns using media-rich, high quality content that can only enhance their relationships with their customers."
James Davies, Director at Hyperspace, Posterscope's innovation and digital division says: "What is so exciting about this layer of interactivity is its simplicity and the size of the opportunity for generating scale. There are 130,000 commercially available poster sites that can be instantly enabled. For the client the cost of each NFC chip is extremely low and the consumer receives instant fulfilment. The potential application of this technology is immense."