Icon Film has utilised near field communication (NFC) technology in a wide-scale out-of-home campaign for upcoming controversial flick Zero Dark Thirty.
Icon Film has claimed the campaign is the first movie launch to use NFC in Australia. In collaboration with Tapit, Vizeum and Posterscope, NFC-enabled out-of-home executions will roll-out on 200 panels across 91 shopping centre sites nationally.
When consumers 'tap' or 'scan' their NFC-enable devices against the poster, they will automatically have access to trailers and other content.
Despite the unexpected exclusion of NFC technology from Apple's iPhone5, the tech is still being used by brands as part of a new wave of interactive advertising. NFC is being included on most higher-end Android and Windows smartphones.
Icon chief executive Greg Hughes said: “Zero Dark Thirty has been a ground-breaking film in many ways and we are looking to continue that approach in our launch of the film in Australia. Working with Vizeum and Posterscope to develop a highly strategic approach to media activity we are excited to implement one of the first campaigns to use NFC technology in the Australian market.”
In addition to the out-of-home component, the campaign will also include TV advertising with a focus on news and current affairs programs, plus cinema and digital.
Tapit head of outdoor media Will Akerman said: “This campaign shows that the way clients are using their marketing dollars is evolving. Fortunately, we are able to work with Vizeum, Posterscope and Ooh!Media who all have a reputation for innovation, as well as a crucial understanding of the benefits of NFC technology.
“First and foremost however, it is Icon who had the foresight to see that this technology has a place in their campaign.”
Posterscope client director Sarah Harley said: “We wanted to give people the opportunity to engage with the film at a deeper level across multi-platforms using mobile interaction. Our proprietary consumer survey highlights the heightened level of engagement for these consumers in the shopping centre environment. We're really looking forward to getting the interaction data.”
Vizeum business director Tony Woodward said: “A key focus of our media strategy is to drive awareness through captivating audio visual footage.”
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