Google, the Internet mega-giant (you may have heard of them) rolled out a new campaign to help brand their content portal, Google Play. The campaign consists of 2,500 OOH media assets across New York, San Francisco, Chicago and Los Angeles. Here’s how it works: people who tap their NFC-enabled phone on the ads are dynamically provided with a message about the benefits of Google Play. Google eventually offers an even greater payoff by giving consumers an online voucher for a free movie. On the back end, the payoff of the campaign is even more profound; the NFC technology is able to provide the advertiser (Google) with priceless data, including time of day, location, the make and model of the phone and the operating system to help them better understand consumer behavior and patterns.
