Marie Claire to debut NFC technology for magazine ad
By John Reynolds, mediaweek.co.uk, Wednesday, 07 November 2012 11:35AM
Marie Claire is to debut a near field communications (NFC)-enabled ad in its pages, after striking a deal with healthcare business Nuffield Health.
IPC, the publisher of Marie Claire, is claiming it is the first UK magazine to use the NFC technology.
The NFC-enabled ad will give readers access to additional content, when they point their smartphones at the ad.
Readers who want to use the technology place their NFC-enabled smartphone on the ad which launches a webpage offering a free two-day Nuffield Health pass. The ad is running in a number of subscription copies of the December issue. The issue goes on sale tomorrow (8 November).
The NFC technology used in the campaign was supplied by specialist marketing company Kyp, which worked with IPC's innovation unit on the deal. MediaCom planned and bought the campaign.
Brands which have hitherto tried NFC technology include Unilever's Magnum, Toni&Guy, Lynx and Vaseline. Barclaycard and Orange have also been major proponents of the service in Britain.Follow @johnreynolds10
This article was first published on mediaweek.co.uk
- Senior Account Manager - B2B and B2C integrated and digital comms JEFFERSON £30,000 - 40,000 plus benefits, London (Central), London (Greater)
- CREATIVE MANAGER 35-45k London Creative Recruitment Ã‚£35000 - Ã‚£45000 per annum + Benefits, London
- Account Manager - Mobile Loyalty Digital Gurus £25000 - £37000 Per Annum, London
- UI Designer - Unrestricted Creative, Prototyping and Innovation ADLIB Upto £25k DOE, Bristol
- Senior Account Manager / Account Director - Luxury Property Gemini Search Ã‚£35000 - Ã‚£45000 per annum, City of London
- 7Up kicks off global campaign with urban knitting ad
- Sainsbury's calls £60 million media review
- Brands use social media to congratulate F1 champion Lewis Hamilton
- VisitBritain crowdsources digital marketing campaign
- Zurich launches snowmen cinema campaign across Europe
- Cheil Worldwide buys Iris stake