DUBAI, UAE -- Proxama, a London-based provider of near field communications proximity marketing solutions, is launching an NFC campaign in several Vox cinema lobbies in Dubai.
The campaign targets moviegoers who own the new Nokia N9 handset. They will be invited to "tap" an NFC-embedded poster or portable display stand with their handset to download vouchers for offers like free movie tickets and popcorn.
It will run until late December and will be rotated around different cinemas in the city. Each display stand will be manned by a promoter who will help guide people through the process and show them 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 sharing of handsets.
The campaign will also involve exit displays that 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. TagCenter is an application that instantly reads and loads media-rich content from tapping a handset on data-encoded advertising tags and also provides links to other apps and Web content.
The NFC advertising tags contain 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.
Proxama's TouchPoint Web-based campaign management system enables advertisers to create NFC advertising tags and monitors and provides such analytics as redemption rates, response times and repeat visits.
Another key initiative for Proxama is working with banks, network operators and retailers on bringing mobile wallets to market.