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Digital
Jamiroquai fans to get content at gigs via NFC posters
By CMU Editorial | Published on Monday 7 November 2011
So, one for all you Jamiroquai fans (anyone? Oh, there you are). Fans of the band will be able to access exclusive digital content at a number of their upcoming European concerts by waving their smartphones in front of special posters placed in venues. Content will be delivered by what organisers are calling ‘near field communication’, or NFC, enabling a campaign which only slightly tedious marketers might refer to as ‘location specific marketing’.
The campaign has been created by entertainment marketing agency Media Junction, whose Head Of Digital Neil Cartwright told CMU: “NFC is a powerful technology when marketing artists because the process is straightforward and the rewards are instant for fans, in this case they can immediately see exclusive content at an event they’re engaged with. Location-based marketing at gigs is an exciting development. The exclusive behind-the-scene video was specially commissioned for the promotion to provide a strong incentive for fans to tap on the poster”.
