Out-of-home media company Clear Channel has launched a nationwide campaign, developed in partnership with Creative Orchestra, to boost consumer awareness of its NFC (Near Field Communication) and QR code posters.
Across 10,000 of Clear Channel’s Mobile Platform bus shelter and roadside panels nationwide, the campaign will encourage to tap their smartphone to the poster, or scan a QR code, for the possibility to win £1,000 of technology vouchers.
“We are really involved in the innovative possibilities our Mobile Platform offers for both advertisers and the shopper,” said Clear Channel UK commercial director Chris Pelekanou. “We have launched this campaign to offer the general public a simple, fun, free way of familiarising themselves with a brand new way of interacting and fascinating without-of-home.”
Tried & Tested
The campaign is a superb use of NFC within the outdoor arena, and the contest should help provide an incentive for consumers to make the leap with this relatively new channel.
Having spotted certainly one of Clear Channel’s digital posters pushing the campaign on a bus stop on Shoreditch High Street, I headed over to check out it for myself.
I made sure NFC was turned on, held my phone next to the designated spot and… nothing happened. So i attempted again. Still nothing happened.
Not to be deterred, i attempted scanning the QR code, only to be taken to a holding page displaying the message: “Soon we’ll be launching some exciting offers and promotions in addition to exclusive content and videos from advertisers.”
This is solely anecdotal, for sure, and perhaps it is a one-off – maybe the chip is damaged, or the campaign isn’t fully live yet – but however the point is that one bad experience is all it takes to place a shopper off from trying again, especially if it’s their first.
For a campaign that’s so clearly concerned with introducing the concept that of NFC posters to the general public, that’s a minor disaster. It is a real shame, as Clear Channel has got the best idea with this campaign, as with the travel updates additionally it is promised to introduce down the road, and good applications of NFC are, frankly, all too rare.
Join us at the Mobile Retail Summit, London, 24 April.