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Kinetic Tests UK Advertising First
In the UK, Out of Home media specialist Kinetic and Outdoor media owner JCDecaux are launching the country's first Near Field Communication (NFC) initiative. The project will test the public's reaction to interactive posters in Reading, using QR codes and promising rapid data on response.
'Test the Near Future' will involve all Reading's 6-sheet poster sites providing exclusive content and vouchers which members of the public can download by swiping their smartphones. Non smartphone users will get the same benefits from the inclusion of Quick Response (QR) codes. All Reading's 300 bus shelters and the Oracle Shopping Mall are included, with 325 'touchpoints' in total. NFC works on the same principals as Oyster Cards, connecting smartphones to 'smart posters'. Technical support will be provided by interactive technology specialists Zappit.
Speaking of the potential to brands of tracking consumer interaction with their advertising, Nick Mawditt, Director of Insight and Marketing at Kinetic said: 'During the trial shoppers and commuters can choose to download content from 13 major advertisers including special offers, vouchers, games and music simply by swiping their smartphones on poster sites. NFC is widely regarded as a technology that could transform the way consumers use their mobile phones to interact with their environment.'
Brands involved in the trial include: Morrison's, H&M, Universal DVD, Universal Special Projects, Mercedes, ITV2, Lucozade Sport, EA Games and Unilever's Lynx, Toni & Guy, Magnum and Vaseline. Content will be updated and varied over the four week period of the trial.
Kinetic is owned by WPP and employs over 800 staff in 38 offices.
Web site: www.kineticww.com .
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