Blue Bite and partner Pearl Media have launched what’s being called the first-ever NFC-enabled storefront in the U.S to promote TNT’s top-rated drama series Rizzoli & Isles.
The promotion is a highly integrated “crime-solving” campaign in New York City that began on June 27th and ran for one month. The NFC technology is being provided by Blue Bite’s mTAG solution and will allow those walking by on the street to place their phone near an identifying marker on the storefront that “immediately immerses the person’s mobile phone into the experience.” Content being delivered includes a “unique and exclusive” mobile game, an opt-in “tune-in reminder” for the show, a unique and custom wallpaper and a video trailer of the show.
In addition to NFC, the campaign incorporates WiFi, Bluetooth and QR Codes to ensure everyone had a chance to engage with the campaign — not just those with smartphones. Upon completion of the campaign, the brand was able to engage with just over 4,000 unique mobile handsets, making the promotion an all around success for not only the show, but NFC and other new-age mobile marketing concepts as well.
We’ve heard good and bad things about the use of so-called “proximity marketing,” but as we’ve always said, it can be extremely successful if implemented properly. Blue Bite is one of those companies who has a lot of experience in creating highly engaging campaigns using everything from NFC, WiFi and QR codes to Bluetooth marketing as well. Below is a quick video provided by Blue Bite that shows how the campaign worked, along with a few photos.