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 http://www.mediajunction.co.uk, 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.
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, https://www.facebook.com/pages/Jamiroquai/6220201117 and at Jamiroquai.com http://www.jamiroquai.com
This article first appeared on the
Elemental blog.