CBS Outdoor to get people tapping at Westfield London

By Jason Cotterrell

CBS Outdoor UK has launched a ground-breaking project with Westfield London to showcase the Near-Field-Communication (NFC) direct marketing and customer engagement potential. From Monday 23rd September, shoppers will have the opportunity to ‘turn on, tap, enjoy’ sought after content and competition prizes by simply tapping their NFC enabled smartphone against CBS Outdoor digital pods at Westfield.

The opportunity to tap to download music will be a particular consumer perk enabled through NFC technology. Universal Music UK’s media agency TED@MediaCom approached CBS with the idea to promote Island Records-signed artists Rizzle Kicks via NFC Technology. CBS Outdoor worked with the agency and Island Records to produce this unique and engaging NFC Campaign. Fans of Rizzle Kicks will be able to ‘tap to download’ an exclusive re-mixed track and buy the group’s highly acclaimed second album by using the NFC technology on their smartphones over the next two weeks.

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Over the coming weeks, shoppers will also be invited to take advantage of this cutting-edge technology to:

• Tap to enter and win a trip to Morocco, courtesy of Time Out

• Tap to download Time Out’s London mobile app for information on gigs, events, film releases and much more

• Tap to receive a free digital music album courtesy of Westfield Presents Emerging Icons ®

In addition and on an on-going basis, consumers will be able to:

• Tap to play CBS Outdoor’s addictive brand-based brain teaser, 150 Brands

• Tap to cook by downloading exclusive recipes from Masterchef winner and actress Lisa Faulkner

• Tap to win great prizes through CBS Outdoor’s work.shop.play. urban community

What differentiates this NFC experience is the continuity of engaging content on the CBS Outdoor UK landing page. We will always strive to provide entertaining, useful content, regardless of what campaigns we’re running and partners we’re working with.

The number of NFC enabled devices is growing rapidly. GSMA predicts there will be 500 million NFC devices by 2014 and 78% of points of sale tills will be NFC-ready by 2017. According to ABI research, nine out of the top 10 smartphones are now NFC-enabled.

From mid-October following the Westfield project, CBS Outdoor UK will accompany the NFC showcase with a far-ranging NFC consumer education programme via posters on National Rail, the London underground and digital pods at Westfield, to educate consumers on how to turn on, tap, enjoy with their NFC enabled devices.

We selected Westfield London as the ideal location to showcase NFC’s potential given its unique ‘platform for fame’ qualities including unparalleled access to the right audience, in the right environment, at the right time. This is essentially when consumers are relaxed, enjoying themselves and in the mindset of spending money; or looking for distraction while their friends and family spend money. Its switched-on audience would appreciate the opportunity to transact with aspirational brands there and then; with minimal effort and clicks.

About the author

Jason Cotterrell is Managing Director at CBS Outdoor UK.

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