Clickerty-click on the clickerty-clack NFC trial for Mecca
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Posterscope, in association with on-train media company KBH and media agency Carat, is working with Mecca to extend NFC-enabled advertising to the UK’s transport network.
Mecca is currently trialing an innovative 10-day campaign that will offer an interactive mobile experience to South West Trains commuters, travelling on routes in West London. It represents the brand’s first ever use of NFC.
Passengers can use their mobile phones to interact with any one of1000 in-carriage Mecca Tap4 Touchpoint posters by tapping, scanning or texting to access Meccabingo.com, and avail of a £50 freeplay sign-up bonus. Each touchpoint uses NFC tags and QR codes, and also provides a number to text to receive a link via SMS.
If the trial proves successful and consumers adopt the mobile technology, Mecca plans to roll out the service across its network.
Dominic Milan, convergence media planning manager at Posterscope said: “We are delighted to be involved in such a unique campaign. The industry has long been excited about the potential of NFC but, up until now, the technology has not been extended in any meaningful way across public transport.
“Commuter downtime on train journeys is a perfect match for this tactical use of out-of-home, allowing Mecca to achieve a high level of consumer engagement by encouraging interaction when consumers’ attention can be easily captured.
“We expect the strategic importance of out-of-home advertising, as a vital link between the offline and online consumer journey, to be further emphasised by this trial.”
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.”
