With a growing interest in NFC (Near Field Communication) and how it can be used in marketing, Nokia asked us to create an activity where we in a simple way would allow consumers to experience NFC in a fun and exciting way. At the same time we would also educate consumers that Nokia has a range of NFC enabled devices in the market and give them an additional benefit from having such a device.
We came up with the idea to team up with one of the movie theatres in Warsaw and give consumers the chance of getting free movie tickets. The activity/campaign was scheduled to coincide with the much anticipated launch of the new James Bond movie, as this would mean more consumers would be visiting the movie theatre. Also, it would be part of a plan to take away the spotlight from competitor devices used in the movie.
At the cinema we created a Nokia NFC spot that included a large NFC enabled billboard along with a Wi-Fi hotspot and a retail stand where consumers could check out Nokia NFC enabled devices. At the cashiers we also had smaller stands with information about our activity.
Consumers were encouraged to walk up to our NFC enabled billboard and check if their device was NFC enabled or not. They would tap their device to the billboard, and anyone with a NFC enabled device would be directed to a dedicated mobile site where they were asked to confirm they wanted a free movie ticket buy sending a SMS with their phone number. Upon sending the SMS they received a return SMS with a unique code. With the unique code, they would go to the cashier and redeem if for a free movie ticket! Those that did not own a NFC enabled device were encouraged to check out the range of NFC enabled Nokia devices that were displayed next to our billboard.
During the one week that we ran the activity we gave away 400 free movie tickets, while at the same time educating consumers about NFC and Nokia’s range of NFC enabled devices.