Automotive companies such as Toyota, Ford, and Audi are testing the use of dynamic advertising for the smartphone through near-field communication. Ford did an initial test utilizing the screens in the back of NYC taxicabs. In partnership with mobile marketing company Blue Bite, Ford's Lincoln brand team developed a mobile campaign in which customer's with Android phones would prompt the rear-seat information screen to play Ford content. Customers interest in more MRZ information could either tap their phones beneath the screen or scan a quick-response code to receive exclusive content on their devices.
The use of near-field communication is promising. It allows automotive companies (as well as a host of other sectors) to feed customers dynamic content and other value added features. For example, Ford is experimenting with small devices called beacons that send information to people's smartphones via bluetooth. The beacon is promising because it allows the dealerships to push content out to consumers after hours. An upgrade to QR codes, near-field communication is a new era solution to providing consumers with value-added content in an engaging way.
Source: Adage, http://adage.com/article/digital/automakers-testing-mobile-tech-tap/295759/
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