Rating: Tap4 Offers spotted on London overground train
Here at GoMobile Towers we were beginning to think that something was amiss with Motorola’s NFC [Near Field Communication] capability inside our loan RAZR I (the one with Intel inside). However, to our great delight, it worked perfectly with a service called Tap4 Offers which is apparently operated by KBH – an on-train media company. The campaign is particularly interesting because of its breadth. Not only can you ‘tap’ with an NFC enabled handset, alternatively you could scan in the QR code or text 0000 to the shortcode 78400. The campaign appears to be running in conjunction with London’s South West Trains overground rail company.
Actually we had previously spotted the Tap4 Offers posters but sadly didn’t have an NFC enabled smartphone to hand.
This time, however, there was both an NFC capable sticker near the train’s doors as well as an accompanying display advert for the service.
Tapping the RAZR i against the poster caused the smartphone to open a browser (which was Opera) and display a whole range of ‘offers’.
We also like the thinking behind this campaign because it effectively incorporates location based advertising without the need for GPS or network location.
Basically, the KBH servers know the consumer is a traveller on a local train and so provides adverts which are local to the consumer.
For example, we were on a train in Ewell and one of the offers was for a yoga club in Surbiton – only a few miles away.
Another clever feature is that at least two of the ‘offers’ involved links to downloadable apps – Android and iOS versions.
We downloaded the Tesco international calling card app onto the RAZR i.
Overall, KBH’sTap4 Offers is a very inspiring campaign and we hope that others will follow suit. Incidentally, currently it is possible to advertise for free on Tap4 offers, too.
Incidentally, we previously ran a story that an NFC capability is buried in the regular Motorola RAZR. Anyone managed to get it going?