Kinetic and JCDecaux launch UK’s first large scale deployment of NFC

Test the Near Future

The trial project, dubbed ‘Test the Near Future,’ will take place over the next four weeks in the town of Reading (view press release). Over 300 bus shelter poster sites as well as poster sites in the Oracle shopping mall are being made NFC and Quick Response Code (QR) enabled and thirteen brands will be promoting their products via NFC on the 6-sheets around the town. These brands include Morrisons, H&M, Universal, Mercedes, ITV2, Lucozade, EA and Unilever. The adverts will be regularly updated with each brand providing new content each week. Consumers with NFC-enabled smartphones will be able to download information, special offers, vouchers, games and music by swiping their device against the posters. There will be 325 ‘touchpoints’ in total.

Nick Mawditt, director of insight and marketing at Kinetic says “Reading was chosen for the trial because it is one of the UK’s most tech-savvy towns, with a high proportion of smartphones in use.”

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