BlackBerry and Rogers run NFC-enabled print ad

Together with RIM and Rogers Communications published an NFC-enabled print ad in the holiday edition of Connected Rogers Magazine. The custom publication featured an ad for BlackBerry that asked users to touch their phone to a quarter-sized NFC chip printed on the ad. When subscribers with NFC-enabled smartphones put their phone on the chip, it […]

Together with RIM and Rogers Communications published an NFC-enabled print ad in the holiday edition of Connected Rogers Magazine.

The custom publication featured an ad for BlackBerry that asked users to touch their phone to a quarter-sized NFC chip printed on the ad. When subscribers with NFC-enabled smartphones put their phone on the chip, it prompted the phone’s browser to open to BlackBerry’s website, which offered the reader a $40 credit on RIM’s BlackBerry App World app store.

Connected used its database to target users who were BlackBerry users, delivering it to 70,000 of its 500,000 subscribers. Crosscliq chief technology officer Ian Barkley said in a large run costs can be as low as 25 cents to 30 cents per chip, but added that cost depends on the size of the run and other services provided to the client.

As demand for NFC chips rises, he expects the cost to soon go down to 15 cents to 20 cents a piece. “We’re finding new solutions now to get our chip costs down considerably more,” Barkley said. “We’re anticipating that it’s going to be a lot more common in the near future.”

Several of Crosscliq’s other magazine clients are currently interested in publishing NFC-enabled ads but Barkley said there is actually more interest from marketers in the direct mail and loyalty spaces than from publishers.

In March 2012, Wired magazine ran the first mass-produced NFC print ad in the U.S. When readers held NFC-enabled smartphones up to the ad for Lexus’s 2013 GS, a demo for the car’s Enform App Suite popped up.

Several other publications have made use of NFC, including Marie Claire, which ran an NFC-enabled ad for the healthcare charity Nuffield Health in the U.K. last November.

The holiday issue of Connected Rogers Magazine is the final print edition of the custom publication, which transitioned this month to an online-only model.

Related
How OOH advertising can benefit from NFC

Media Articles

Metro pairs fashion with food

Grocer partners with fashion magazine Flare on food-focused marketing campaign

Activia kicks off campaign with world record attempt

Yogurt brand positions itself as a "lifestyle partner" through Rogers Media partnership

HBO Canada gives fans a chance to sit on the Iron Throne

Selection of Game of Thrones products available at Toronto pop-up shop

CBC News lays off 144 staff, Radio Canada cuts 100

Layoffs shave $15 million from public broadcaster's operating costs

CRTC bids to make TV service contracts easier to understand

Proposed code the latest to emerge from CRTC's "Let's Talk TV" hearings last fall

How to create an engaging flyer

Expert Patrick Rodmell shares five best practices that apply to all retail sectors

Kevin Crull apologizes for interfering in CTV coverage

Bell Media president says he was wrong to try to influence the editorial decisions of CTV

Virgin Mobile Canada seeks to foil pranksters with PSA

Mobile company urges Canadians to be on the lookout April Fool's Day