Proxama launches NFC cinema campaign for Nokia customers

Date: 25 Nov 2011

Proxama, the leading provider of near field communications (NFC) proximity marketing solutions, is launching an NFC marketing campaign today in a number of Vox cinema foyers in Dubai.

The campaign will be targeting cinema-goers owning the new Nokia N9 handset. They will be invited to ‘tap’ an NFC-embedded poster or standee (portable display stand) with their handset to download vouchers for offers including free cinema tickets and popcorn.

The campaign will run until late December and will be rotated around different cinemas in the city during the campaign period to provide greater reach and to be able to better measure its effectiveness. Each standee will be manned by a promoter who will help guide people through the process and show then where to redeem the vouchers. Proxama has built in safeguards to the NFC tags to prevent multiple downloads and redemptions by the same handset and handset sharing.

Neil Garner, CEO, Proxama said: “We have been working closely with Nokia on developing suitable NFC applications to deliver effective marketing campaigns. We are really excited about this campaign as it demonstrates the effectiveness of NFC in delivering customer incentives to increase sales.  We feel it is important to support the NFC-embedded standees with an on-site promoter, as we recognize that NFC is a new concept to many. We need to make sure we help the early adopters to get the best experience possible so that we can accelerate its acceptance and subsequent uptake by others. Proxama’s TouchPoint campaign management system will provide valuable and accurate analytics such as redemption rates, response times and repeat visits.”

There will also be exit displays where anyone with an NFC-enabled phone will be able to tap to access movie listings and a Nokia Facebook ‘Like’ page.

There are three core elements in Proxama’s NFC-driven marketing service:

1. TagCenter – a unique application which instantly reads and loads media-rich content from ‘tapping’ a handset on data-encoded advertising tags (see below) and also provides links to other apps and web content.
2. NFC advertising tags – data tags containing programmable microchips that hold media-rich content which is sent to an NFC-enabled mobile when tapped, to provide an instant brand experience such as a voucher, coupon or video. The tags can be laminated onto posters, embedded into product packaging or stuck onto trading cards, key fobs and a variety of other marketing collateral.
3. TouchPoint campaign measurement system – a web-based campaign management system which enables advertisers to create new NFC advertising tags and importantly monitors and collates detailed customer analytical data, allowing advertisers to have valuable real-time campaign analysis at their fingertips.