Paramount Pictures is to be one of the first advertisers in Ireland to use near field communication (NFC) technology on Adshel bus shelters.
It is teaming up with out of home media planning and buying specialist Kinetic and MEC to use the technology to promote the upcoming release of the film Noah starring Russell Crowe.
NFC is a set of standards for smart phones and tablets to establish radio communication with each other by touching them together, or bringing them into proximity, usually no more than a few inches.
Clear Channel recently introduced permanent NFC tags at a number of bus shelters across Ireland.
With the Noah promotion, passersby tap their phone against the NFC readers at selected Adshel bus shelters to get the trailer of the film downloaded directly to their phone.
The NFC element is currently running across 50 Adshel bus shelters in Dublin, Cork, Galway, Limerick and Waterford with high footfall locations.
For any phones that are not NFC compatible, a QR code reader also delivers the same content.
The campaign is also running across large format billboards, bus Tsides, and digital out of home. There is also a 240 Sheet (5 x 48 sheets in a row) in Terenure, Co Dublin.
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