Jamiroquai Set for NFC-Enhanced Tour
Jamiroquai is to use NFC in a camapign to enhance the funk-pop act's forthcoming European tour.
During the events, 'Smart Posters' will be placed inside the arenas, encouraging fans to tap their phones near the poster to view exclusive content. The NFC poster enables users of phones such as the 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.
Neil Cartwright, head of digital at Media Junction, says: "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."
The campaign will initially run in eight venues for the Jamiroquai European tour in late November and early December. The NFC campaign will also be promoted on the Jamiroquai website and the act's social channels.