VH1

Case study

"Proxama worked with VH-1 to create the first NFC marketing campaign in the USA"

Overview

Proxama worked with VH-1 to create the first US NFC marketing campaign. The aim of the campaign was to illustrate the benefits of NFC marketing to the advertising and business communities, as well as consumers.

Solution

We collaborated on this campaign with Nokia, a long-time NFC pioneer, Hyperspace, the digital and innovations division Posterscope, CBS Outdoor, JCDecaux and Cemusa.

Bus shelters around New York and Los Angeles offered NFC phone users an exclusive trailer for VH-1’s Basketball Wives TV show and a link to the Facebook fan page. Consumers were invited to tap their NFC devices against the posters to watch the trailer and visit the Facebook fan page.

Each poster was fitted with a programmed NFC tag that linked to the content for a fast and unique brand experience.

Outcome

The campaign gained media and industry attention for VH-1 by showcasing the success of NFC in outdoor media. Detailed tracking and analytics showed that the long dwell time at bus shelter poster sites ensured high campaign interaction rates and an increase to Facebook fans for a relatively low cost.