NFC and QR drive consumer engagement for Google billboard

New advertising campaign has achieved over 2000 interactions

A new advertising campaign for for Google's Play app store for Android employs wireless near-field communications (NFC) technology and QR codes to get consumers to engage with content from billboards in non-traditional ways.

The campaign, which was rolled out by oOh! Media, allows travellers at Sydney, Melbourne and Brisbane domestic airports to select and interact with content from digital billboards and then pay to download it directly onto their Android smartphone using oOh!’s free airport Wi-Fi.

People tap or scan the side of the billboard using either NFC or QR and the content appears on their mobile device's screen. For example, a consumer might see a book they are interested in reading on a Google Play billboard advertisement at an airport and use a QR code to directly download it onto their device.

“We wanted the campaign to be rewarding, interactive and truly mobile. We wanted this to be at a moment where consumption of entertainment content was top of mind and the airport environment delivered on all of these elements,” said Jenn Brown, Phd communications planning director on the Google Account.

“Already the campaign has achieved over 2000 interactions, which exceeds any of the ‘trial’ OOH and NFC campaign engagement metrics that we have seen globally.”

Warwick Denby, oOh!’s group director – business strategy, said it's a world first and an example of how online and billboards can work together, and how smartphones “can drive engagement and enable consumers to connect and transact with the brand online – immediately”.

"We believe this signals the start of something really remarkable for how companies market to the consumer and what is great is that this digital innovation is being driven out of Australia.”

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in