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Jamiroquai concert goers treated to NFC competition

Tim Gibbon (Elemental Communications) - 21 November 2011

Jamiroquai concert goers treated to NFC competition


Rock, soul and funk band Jamiroquai is unveiling its first ever near field communications (NFC) campaign and competition on its European tour  

The competition is created by Media Junction, an arts and entertainment company. The NFC ‘Smart Posters’ will be available at eight concert venues placed inside the arenas, encouraging fans to tap their phones near the poster to enter the competition and will be given access to exclusive Jamiroquai content. Jamiroquai NFC smart poster

Neil Cartwright, head of digital at Media Junction comments, “The poster uses NFC technology, enabling phones such as Google Nexus S or Samsung Tocca to automatically sense the contact and take the user to a webpage on their mobile browser. Users will be able to share the page with other fans and friends once viewed and they know secret URL.  The exclusive content, a behind-the-scene video, was specially commissioned for the promotion to provide a strong incentive for fans to tap on the poster.”

NFC is a very simple mechanism for fans to engage with, having many applications for artists and venues owners to create and display for fans to interact with.  It also has great hooks for PR and social media applications for the mobile generation, that hardly ever have a device far away from them.  The hook to make the exclusive content viral is increased with an audience that have already have a relationship with artist and ultimately with a venue because they’ll be on site and this can be maximised in a number of ways, not limited to promotions.

This is where the relationships between experiential marketing, location marketing and social media can be unified; maximising creative promotions at events where previously marketing could have limitations. The potential hooks are endless especially when live events are pre-planned and can be enhanced further if the artists buy into it and strives to do something different, which could be an unforgettable takeaway experience for fans if managed correctly.   

Elemental discussed location based marketing back in 2009 with Caterer and Hotelkeeper and how this type of mobile marketing could be used to its full potential. So we are pleased to see it used for this type of live event promotion and on this scale.

No doubt we’ll come back to this subject matter at some point and how PR can be an essential channel in this, but in the meantime, the below is a call out to Jamiroquai fans, to stay alert for the posters at each of the venues below. 

NFC Smart Poster Venues

  • Konig Pilsner Arena, Oberhausen, Germany, 20th November 2011
  • Palais Omnisports de Paris Bercy, Paris, France, 22nd November 2011
  • Zenith de Nantes, Nantes, France, 23rd November 2011
  • Le Zenith, Strasbourg, France, 25th November 2011
  • Zenith de Limoges, Limoges, France, 27th November 2011
  • Le Zenith, Toulouse, France, 28th November 2011
  • Halle Tony Garnier, Lyon, France, 30th November 2011
  • Lotto Arena, Antwerp, Belgium, 3rd December 2011

Keep up-to-date on everything Jamiroquai at Facebook, and at

This article first appeared on the Elemental blog.

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