Proxama, a leading provider of near field communications (NFC) proximity marketing solutions, said it will launch an NFC marketing campaign in a number of Vox cinema foyers in Dubai.

The campaign, which runs until late December, will be targeting cinema-goers owning the new Nokia N9 handset, said a statement from Proxama.

They will be invited to ‘tap’ an NFC-embedded poster or standee (portable display stand) with their handset to download vouchers for offers including free cinema tickets and popcorn, it stated.

The campaign will be rotated around different cinemas in the city to provide greater reach and to be able to better measure its effectiveness.

Each standee will be manned by a promoter who will help guide people through the process and show then where to redeem the vouchers. Proxama has built in safeguards to the NFC tags to prevent multiple downloads and redemptions by the same handset and handset sharing, it added.

Neil Garner, CEO of Proxama said, “We have been working closely with Nokia on developing suitable NFC applications to deliver effective marketing campaigns. We are really excited about this campaign as it demonstrates the effectiveness of NFC in delivering customer incentives to increase sales."

"We feel it is important to support the NFC-embedded standees with an on-site promoter, as we recognize that NFC is a new concept to many. We need to make sure we help the early adopters to get the best experience possible so that we can accelerate its acceptance and subsequent uptake by others," he added.-TradeArabia News Service