20th Century Fox

Case study

"20th Century Fox combined innovative NFC and out-of-home marketing to promote the upcoming X-Men movie"


20th Century Fox wanted the latest in innovative out-of-home marketing to promote the upcoming X-Men movie. The campaign was aimed at engaging those in the advertising industry to the potential benefits NFC offers brands when interacting with their customers.


Proxama joined forces with JCDecaux and Posterscope to deliver the UK’s first NFC outdoor marketing campaign for the movie, offering consumers exclusive video content and a link to the Facebook fan page with a simple tap of a poster on bus shelters located in the heart of London.

Each site had a pre-programmed NFC chip affixed to the reverse of the poster. This was a URL-based campaign which linked to the content via a website landing page.


This was a high profile campaign which gained both media and industry attention for 20th Century Fox and demonstrated the success of NFC in outdoor media panels.

We optimised mobile content across all available NFC devices and provided 20th Century Fox with detailed analytics against poster locations and video views.