Taxi network leverages NFC, QR codes to make video brand engagements interactive

Source: Mobile Marketer

Taxi riders in New York, San Francisco and other cities will soon be able to use their smartphones to engage with brand content appearing on video screens inside the cabs using either NFC or QR code technology.

Passengers will see video or static messages on the enhanced media screens inside taxis and will be prompted to either tap their phone against the frame of the screen or point their phone at the screen. The program will begin rolling out to taxis on June 1 and is expected to be available in 5,000 taxis by Sept. 1.
“Taxis are a perfect venue for user engagement via mobile as there is a personal and often one-on-one interaction between the rider and the digital screen,” said Mikhail Damiani, CEO/cofounder of Blue Bite, New York.

“This mobile enhancement gives brands the ability to further that conversation from simply an impression or a view to an experience and will allow the user to take something away with them after the taxi ride,” he said.

From MEC's POV:

It won’t be long before developed markets like Singapore embrace NFC (and QR codes) on a mass scale. Penetration is still slow but almost 40% of current smartphones users are due to upgrade their lines within this year. And all new smartphones starting from end of last year already have NFC tech built into it. So what we can do is keep pushing media owners like Focus Media, and JC Decaux to start looking into solutions that can help us form a connection using these technology.